New type of kids’ play, learning experience to open NYC flagship

Marianne Wilson
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Genius Gems
Genius Gems will open in Manhattan in late fall. (Photo Courtesy of Genius Gems and Uhl Architecture.)

Genius Gems is coming to the Big Apple.

The company will open its first flagship in late fall 2022, near the Union Square area of Manhattan. The 10,000-sq.-ft., two-floor space will feature a retail store, café and play area where guests can play individually — and in teams— with a vast collection of magnetic tiles that offer 2D and 3D design challenges.   

Genius Gems describes itself as a STEM experience for all ages, featuring the world's largest collection of magnetic tiles and award-winning STEM programs for children ages 4-12. The Chelsea location will feature a dedicated room for building in the dark, marble shoots, magnetic tile dominos, robot stations and a design bar where guests can decorate their own Glitter Tiles and even make slime. The space will also include private rooms for GG's STEM classes and programs, as well as events and parties.

Tickets are $29 per person. Children under two are free when accompanied by a sibling.

The café will offer wine and beer for adults, along with pizza and other items. The retail products will feature GG branded products, including Glitter Tiles, Candy Tiles, Robot Tracks and more.

"GG Chelsea is the culmination of over four years of passionate innovation, and sets a new standard for hands-on education and customer-centered entertainment," said CEO and founder of GG, Jennifer Romanoff, who is a former NYC public middle school teacher. "This is a place where people connect tiles, and tiles connect people, and where we foster a love of learning at every age.”

According to Genius Gems, each customer's experience is unique and different with each visit.

"We are thrilled to take Genius Gems to the next level, as we further our mission of uniting and delighting the world through magnetic tiles and excellence in hands-on STEM education," says Marc Romanoff, Genius Gems COO.