Jews Can Sloomoo, Too

Just when you think New York has poured enough trends on us down south, co-owners Karen Robinovitz and Sara Schiller officially opened Sloomoo Institute on Peachtree Road in Buckhead this past November.

In case it sounds slimy, it is. Pronounced “slew moo,” the institute, so to speak, is a combination of children’s museum and focused play spaces with varying rooms of exhibits that adults will also enjoy. Founded in Soho New York in 2019 with a mission including mental health and inclusion, Sloomoo has since opened in Chicago, along with the new Atlanta facility.

Interestingly, Robinovitz, now residing in New York, spent some impressionable years here to set the stage for valuing Atlanta. She said, “I went to Emory University and loved living in Atlanta. We also see Atlanta as a hub for travel, culture, and growth. It’s the perfect location for us.”

Get The AJT Newsletter by email and never miss our top stories Free Sign Up

The wonky Slime Sling Shot room at Sloomoo Institute

Connecting the dots to bring this concept to fruition, Robinovitz added, “Sloomoo was born out of a difficult experience. A few years ago, I had gone through a lot of grief and mourning. One day, I was with a friend whose daughter had hand-made slime. I wanted to see it as I grew up with it in the 1970s. The minute I had my hands on it, I was hooked. It brought me so much play and joy. I started sharing slime with my friend, Sara, and together, we wanted to bring the magic of sensory experiences to the world as that is exactly what slime is.”

For one to two hours, guests can indulge, bond, let loose in a world of sensory play with glitter, wallpaper installations, lava lamp morphing shapes, and the lab-ability of designing your own slimy concoctions, mixing and matching 56 scents, colors galore, and choice of charms. Dip into the Slime Pond, ask for extra slime (be willing to pay for it), or experience a Slime Sling Shot. Best advice: wear capris, or rollup pants, and slip-on shoes. Personal belongings go in a locker.

The obstacle course at Sloomoo Institute brings back memories of lava lamps.

Maybe freedom, maybe escape, but definitely stress release and family fun. Tickets are $39 per person and include rooms of fun and a basic slime pour. Another $39 will get an enhanced slime experience. No food or drink is available.

First, you must adjust your name. In 2017, a viral Sloomoo word trend replaced the vowels in a name with “oooo.” Marcia, for example, is MoorShoo. Now try “Peachtree.”

Roll up your pant legs for a dip in the Slime Pond

Robinovitz supplied the AJT with some background into her wizardry. Long before social media, she co-authored, “How to Become Famous in Two Weeks or Less,” which is an irreverent marketing “how-to” with a sense of irony and self-depreciation, which she co-wrote with a friend. Career-wise, she started as a journalist and, for 10 years, freelanced for a variety of top-shelf publications, such as the New York Times, Bazaar, Elle, and Marie Claire. She covered fashion, beauty, travel, lifestyle, and celebrity culture.

Robinovitz elaborated, “The world was so different back then. No digital. Expensive photo shoots. There was a lot of glitz, and it was a great thing to experience in my 20s. But I moved over to the digital side and embraced marketing by the age of 30 as I saw that as the future.”

In addition to Sloomoo’s in New York City and Chicago, and now Atlanta, when asked if Vegas, Los Angeles, or Miami will roll out next, Robinovitz teased, “We will see!”

What mood room would be complete without a slime lab?

Robinovitz enjoys yoga and viewing and experiencing contemporary art. This past September, her home was featured in Architectural Digest, “The Slime Queen’s Williamsburg Apartment is Stuffed With Art.”

To be your slimiest self, check their website for entry times for ticket sales. Prices vary for children under 14, veterans and seniors; children under the age of one are free. Sloomoo is located at 3727 Peachtree Road.