The Color Factory is open in New York’s Soho neighborhood — and Maybelline New York is a sponsor. Designed as an interactive way to ‘experience’ color, the multisensory exhibit features 16 installations created by artists, inspired by the “colors of the city.”  

There’s an infographic that visitors walk through, designed to lead to your “secret color.” There’s also a ball room to jump in, and a conveyor belt that looks like it’s from Willy Wonka’s factory, with colorful macarons. 

Maybelline New York sponsored a room that features an interactive dance floor that looks like the light-up one in Saturday Night Fever — and perfect for an “Instagrammable moment.” The room is decorated in colors based on the pinks and reds in the brand’s Super Stay Matte Ink Liquid Lipstick line. 

The Color Factory is open through the end of September. 

Photos: Instagram/colorfactoryco