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Get An Early Taste Of The Sweet Tooth Hotel.

Dallas’ Own Take On The Museum of Ice Cream Is Now Open For Business, So Get Ready To See The Sweet Tooth Hotel’s Colorful Eye Candy All Over Your Instagram Feed.

All photos by Jonathan Zizzo, courtesy of the Sweet Tooth Hotel.

If the Sweet Tooth Hotel ain’t already blowing up your feeds, don’t fret: It will very soon.

After a couple days of private tours, Dallas’ own version of what Wired calls a Selfie Factory — think Meow Wolf in Santa Fe, The Color Factory in San Francisco or the colorful traveling Museum of Ice Cream that’s popped up in New York, Los Angeles, San Francisco and Miami — officially opened its doors to the public this afternoon, meaning everyone you know is about to post a selfie of themselves in one of the building’s five super colorful and absurdly photo shoot-ready rooms. (Presuming they haven’t already, that is.)

As we detailed back in March, the art installation pop-up in Victory Park is the brainchild of husband-and-wife team Cole and Jencey Keeton. It features build-outs by the three brothers behind Built by Bender. It includes art from Dallas-area artists Dallas-area artists Rob Wilson, Jeremy Biggers, Shamsy Roomiani, Jojo Chuang and Chelsea Delzell. And it also features in its gift shop trinkets from such brands as Leatherology, JOY Macarons and Kendra Scott.

In person, the concept — located inside a storefront at 2316 Victory Park Lane — very much lives up to its palpable hype, with its popping neon lights, its eye-grabbing staging and its surprises that lurk in every nook and cranny. Rather impressively, it also feels substantial bigger than its 1,250 square feet implies, many thanks to its clever use of mirrors placed strategically throughout its setup.

It’s a space that you can easily lose yourself in for an hour — which is fitting, since that’s the length of the tours offered by Sweet Tooth Hotel.

Entry into the installation starts at $20 a person, with tours taking place on the hour every day through June 30. Opening weekend tours are already sold out, but other appointments can be scheduled in advance right here.

For a sense of what the experience entails, take a look at the above slideshow from photographer Jonathan Zizzo, which provides a wide look into Sweet Tooth Hotel’s many tasty delights.

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