If you love long lines and $80 t-shirts, check out the opening of Billionaire Boys Club and Ice Cream’s flagship store today at 456 West Broadway in SoHo. The store is open today from noon until 7 pm, closed tomorrow, then open 7 days a week from noon to 7 pm.

The first floor is Ice Cream: a candy-land of bright sneakers ($80 to $180) displayed in silver ice-cream tubs and fruity-colored tees (about $80) that hang along the walls of the red-and-white-checked nostalgia-tinged parlor. Travel up the trippy, glow-in-the-dark staircase to the space-agey second floor, where the more subdued Billionaire Boys Club line plays off a floor covered with a moon-surface photo print, a curved rainbow-star ceiling, and—what else?—an ice-cream-sandwich-shaped sofa.

Billionaire Boys Club and Ice Cream Opens in Soho [NY Mag]

Photo by Jeremy Liebman/NY Mag