Sub Zero Ice Cream opened a new flagship corporate headquarters, training center and test kitchen in Provo, Utah, designed to serve as the company’s home base, model store prototype and testing ground for continued menu experimentation.

The location offers shakes, smoothies, Italian ice and customizable ice cream with nearly 40 different flavors and a variety of fruit, candy, nuts or baked goods to mix in, for limitless combinations. It also sells a new line of cream sodas that feature the patented Sub Zero ice cream mix. The store includes freezercases to showcase liquid nitrogen ice cream cakes and pies.

In a move to streamline the brand’s overall look and further development, Sub Zero also unveiled a new store prototype that features upgrades such as a new countertop with inset bowls to allow ice cream to be frozen and scooped in the same location, freezercases, high-definition electronic menu boards and new scientific brand imagery.

“Sub Zero has been serving delicious science spectacles for more than a decade,” says Jerry Hancock, founder and CEO. “There is a huge demand for entirely customizable desserts, so with our expansive options and updated store design, there’s never been a better time to be part of the brand.”