Sub Zero Ice Cream recently opened a new flagship corporate headquarters, training center and test kitchen in historic downtown Provo that will serve as the company’s home base, model store prototype and testing ground for continued menu experimentation throughout the brand’s more than 50 stores nationwide.

The new store debuted in June at 62 West Center St., in Provo, Utah. 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 freezer cases to showcase liquid nitrogen ice cream cakes and pies.

In a move to streamline the brand’s overall look and further development, Sub Zero recently 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, freezer cases, high-definition electronic menu boards as well as new scientific brand imagery.

“Sub Zero has been serving delicious science spectacles for more than a decade,” said Founder and CEO Jerry Hancock. “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.”

Sub Zero serves made-to-order -321 degree liquid nitrogen treats, which take about two minutes to create using a unique patented process. The flash freezing ensures ice crystals are miniscule, resulting in an ultra-smooth and creamy product. The liquid nitrogen ice cream store also caters to a range of dietary needs, offering seven cream bases including original, premium custard, low-fat and yogurt, as well as lactose-free, vegan and sugar-free options.

The brand currently has 51 domestic stores open, as well as locations in China and the United Arab Emirates. Sub Zero estimates it will sign 50 contracts this year and open 50 additional stores over the next 18 months.