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MoMA

Designing for a modern-art icon

Location

North America

Sector

Museum & Galleries

Services

Master Planning & Feasibility

Date

2016 – 2019

Scale

300sqm / 9000sqft

Awards

Drum Design Award 2018
German Design Award 2019

Since 2016 we’ve partnered with MoMA to create the retail spaces of the future. Visionary, iconic, and commercially successful. MoMA is the very best of contemporary and modern design. So its stores need to live up to the expectations of design fans, the experience of the museum – and become destinations in their own right.

From branded merchandise to exclusive commissions from cult designers – every product on display is highly curated. We created a unique merchandising system and retail architecture that encourage visitors to engage with the objects they desire. And over the course of our collaboration, these designs have become synonymous with MoMA.

Over the course of our collaboration, we’ve created retail spaces that live up to the expectations of design fans, the experience of the museum – and become destinations in their own right. And throughout each project we’ve created and refined the unique retail architecture that’s become synonymous with MoMA.

Lumsden has an innate understanding of our brand, the uniqueness of our product offering and retail’s role in the museum visitor experience.
Ruth Shapiro
MoMA Director of Sales and Business Development
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Flagship focus

MoMA’s crowning glory: the flagship store. We dramatically remodelled the space – making it an integral feature of the museum lobby and one of the first things visitors see entering the building. The store itself takes up 5,200ft2, just below street level. This allows for a flood of natural light, and space for a dramatic 30-foot, floor-to-ceiling book display. Every detail – right down to the fixtures and accessories – is designed to reflect MoMA’s pared-back aesthetic. Simple, elegant forms, using the materials and colour palette echoed across every MoMA Design Store.

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Design to inspire

Our first project with MoMA – Design Store NYC – set the foundations for our partnership: light, clarity and flexibility. By opening up window bays, the space draws light and attention in from the outside. Custom lighting and displays highlight changing merchandise, alongside a maple panelled feature wall. Combined, it’s a beautiful, functional canvas for hosting the best in art, design and technology.

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Levelling Up

While the flagship store was in development, we created Store on 2. A first for MoMA – this store lives inside the gallery, only accessible to ticketed visitors. To make the new store, we transformed part of the original museum: a former second-floor exhibition room. Drawing in light and views over the sculpture garden, its popularity has exceeded all expectations. The space has evolved from a low-footfall area to a hub for visitors beyond the ticket line. A place for people to pause, unwind and recharge between collections.

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Next Project
MoMA Japan