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Photography by Aaron Bengochea

Color us happy: The Color Factory has officially landed in New York City’s SoHo neighborhood for a limited time, and it is every bit as enchanting as we expected. The 16-exhibit experience spans 20,000 square feet of rainbow goodness, curated by a talented roster of collaborators who tell their unique color stories by engaging your senses in unexpected ways.

From a giant light up dance floor to the signature ball room, each installation is designed to “challenge perceptions, awaken senses, invite joy, and remind visitors to revel in the colorful moments of everyday life,” says co-creator Jordan Ferney of Oh Happy Day.  Lucky for me, I got to spend a few hours in the ultra Instagram-worthy space, and I’m here to say that whether you’re an NYC local or just visiting anytime within the next month, you’ll want to check this out. Did I mention there’s a giant ball pit at the end? Okay, good. Phone cameras, at the ready.

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Aaron Bengochea

Come Insta-ready

Thanks to some pretty cool technology, once you enter The Color Factory you’ll sign in to receive a personalized scan card with your very own QR code that will be linked to your email. Throughout the experience there will be photo stations (each equipped with sweet DSLR cameras) that will snap your photo and automatically send it to your email. Just scan the card, strike a pose, and carry on—pretty cool, right? My inbox was pleasantly flooded with some incredible pics by the end, so come insta-ready. The exhibits are obviously packed with amazing colors, so if you really want to stand out, wear something in your favorite hue or choose an outfit that will contrast with the vibrant surroundings. And of course, feel free to take tons of your own photos in addition to the professional stations.

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Aaron Bengochea

There will be treats along the way

From specialized ice cream to perfectly paired candy treats and a even a conveyor belt of rainbow macarons, I was stoked to nibble my way through several exhibits. Prepare yourself for sweet surprises served by the Color Factory staff clad in their signature solid color jumpsuits as a way to complete the multi-sensory adventure.

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Aaron Bengochea

You’ll discover your “secret color”

One of my favorite parts of the installation were all the interactive elements that made the experience truly personal. Not only will you walk away with a customized color portrait done in the “Complimentary Room”, but you’ll also get to discover your very own “secret color” by following a walkable infographic (think: life-sized magazine quiz) that’s just too cool. After making my way through questions like “what movie genre would you be?” I confidently stepped through a door to select my favorite name for a deep purple hue. You’re looking at Strong Independent Lilac right here.

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Aaron Bengochea

Some exhibits have hidden elements

Listen to the staff as they explain each exhibit and the best way to experience it—they are the pros after all. At first glance, a room of ombre balloons may look like just that, but on second glance, you’ll realize that each balloon is printed with an adorable wish for the world written by students at public school 826NYC. Or, you may discover that the color button you chose on your way in will come in handy at an exhibit later down the line. Look closely, and be sure to read each room’s description to get the full immersive experience.

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Aaron Bengochea
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Aaron Bengochea

Take your time

Though you’ll buy your tickets to arrive at a certain time (this is to keep the experiences from becoming too crowded) you should take your time savoring each room. Gather all the eye candy each space has to offer without rushing from one to the next. Be present. In today’s Insta-obsessed world it can be tempting to race from photo op to photo op, but taking your time in each unique room will allow you to get the full immersive experience that the co-founders were going for. I could have spent all day in the ocean-like ball pit, tbh.

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Aaron Bengochea
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Aaron Bengochea
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Aaron Bengochea

Continue the color exploration

The actual indoor exhibit is just the beginning. In an effort to include the New York City community in this cool pop-up, the color continues with 23 hidden surprises scattered throughout the city that you can find and experience via a free neighborhood map (no ticket required). From eateries offering limited-time Color Factory specials, to vending machines placed at local businesses that deliver colorful surprises, let the exploration continue as you wander past the physical confines of the exhibit. I personally can’t wait to check out the Color Factory-exclusive manicure being offered at a local Soho nail salon, but there’s something for everyone.

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Aaron Bengochea

Since the exhibit is only open for a limited time, you’ll want to scoop up your tickets here sooner rather than later. In the meantime, follow @colorfactoryco on the ‘gram to check out all the whimiscal, multi-hued photos (not to mention, endless inspo) from this year’s installation. Rainbow lovers, unite!

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Aaron Bengochea
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Aaron Bengochea

See more cool color inspo:
A Rainbow-Hued Apartment Redefining French Girl Chic
Designers on the Colors You Should Be Decorating With Right Now
Instagram Accounts That Will Inspire You To Live Colorfully

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