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If one enjoys a glass of rosé but doesn’t Instagram it, did it really happen? Millennials don’t seem to think so. New York’s newest Instagram attraction revolves around all things rosé.
Wine event experts Morgan First and Tyler Balliet are behind Rosé Mansion, a drink-themed pop-up in the same vein as the city’s ongoing Egg House and forthcoming Museum of Pizza. This iteration, which will occupy a two-story space and a whopping 14 rooms in Midtown East, describes itself not as a museum but as a “multi-room walk-through experience.”
There will be plenty to experience at that. Rosé Mansion houses a number of photo ops that allow guests to bathe in a tub of roses, lounge on hot pink sand, swing from a gold chandelier, and frolick through a secret garden. Themed rooms are designed to transport guests to different wine-related places and times, such as Ancient Rome and upstate New York.
Eight rosés from around the world are available for tasting, at no extra cost. Also included in the ticket price ($35 to $45) is the chance to blend a custom rosé plus souvenirs such as a wine glass and collectible pin. Ticket holders can also visit the exclusive Grand Tasting Lounge, home to the largest rosé list in America and snacks such as cheeses and caviar.
Even though the Mansion seems made for Instagram, co-founder Tyler Balliet assures that it isn’t an attempt to capitalize on internet trends. That’s because, as Balliet sees it, “rosé is not a trend [but] a new category of beverage [that] will only continue to grow.”
He attributes the drink’s sudden spike in popularity to several factors—its affordability, wide availability, and quick turnaround time make rosé “the perfect storm.” Balliet and First “want to teach history, science, and culture through the magical beverage of wine,” and, as Baillet sums up: “the only medium [they] have is visual, like Instagram.”
Educational lessons on the “6,000-year history of pink wine and wine in general” as well as on “the scientific process behind creating it and the regions where it’s most popularly produced” are perhaps the least expected features of the Mansion. New Yorkers can learn more starting on July 12, 2018, so cheers to possibilities and pink wine.