Insomnia Cookies recently celebrated the grand opening of its first-ever experiential CookieLab and new storefront with a ceremonial ribbon cutting on Friday, April 23, at its new East Passyunk location in South Philadelphia.

The CookieLab, an innovative extension of the brand’s research and “doughvelopment” lab, will be a new dessert destination where visitors can craft their own sweet concoctions, including customized cookies and over-the-top milkshakes. It also offers a pickup window with a QR code menu for those looking to be safe during the pandemic.

“Philadelphia has always been such an important part of our brand’s DNA,” says Seth Berkowitz, founder and chief executive officer of Insomnia Cookies. “As we continue to seek strategic growth opportunities and new ways to connect with consumers during these challenging times, we are proud of our unique ability to give Insomniacs a new way to interact and immerse themselves in our unique cookie culture right where the cookie magic all began.”

The CookieLab was designed as a place for families and friends to gather and make memories and will eventually be a unique spot for birthdays, corporate events and more. It adheres to safety guidelines set forth by the CDC and local health officials including team wellness screenings, occupancy restrictions that ensure six feet of social distancing between patrons, alcohol-based sanitizer stations and more.