The MoMA Design Store in SoHo has unveiled a significant transformation following a months-long closure. The newly redesigned space aims to elevate the museum-affiliated retail experience by prioritizing accessibility, immersive storytelling, and a curated selection of design-forward products.
This overhaul seeks to make the store itself a compelling destination, worthy of the art-inspired items it offers.
A New Vision for Retail
Jesse Goldstine, Chief Retail Officer at MoMA, explained that the redesign aims to "leapfrog over just addressing the issue and think about how we can be storytellers moving into the future."
This involves reducing the number of Stock Keeping Units (SKUs) to allow for more in-depth narratives around each product. The goal is to create an environment where the store's presentation is as impactful as the products themselves.
Design Legacies and Revitalization
The renovation, orchestrated by Peterson Rich Office, meticulously restored the landmarked 19th-century building. Original architectural elements like columns and masonry have been preserved, while custom vitrines, perforated metal displays, and contemporary lighting guide visitors through a fluid layout.
The entrance has also been returned to its original 1880s location to improve flow and create a more welcoming arrival.
Bringing the Museum Experience In
A key feature of the redesign is the integration of contemporary art. A new collaboration with Modern Mural will showcase rotating works, beginning with "LOVE NYC" by Nina Chanel Abney.
This site-specific mural incorporates motifs from the city and references iconic MoMA collection pieces, such as Salvador Dalí's melting clock and Marcel Duchamp's bicycle wheel. Additionally, a central fixture displays objects from MoMA's collection, offering a tangible connection to the museum.
A Refined Assortment for Deeper Engagement
The store's product selection has been thoughtfully edited to enable richer storytelling. Each item is chosen with a curatorial lens, and purchases contribute to MoMA's exhibitions, conservation, and educational initiatives. Notable new offerings include:
- A collaboration between Artek and Marimekko, featuring Artek furniture with Marimekko patterns.
- The U.S. debut of Parisian skincare brand Horace, with exclusive soaps for MoMA.
- New exclusive editions of IZIPIZI sunglasses and readers in a signature blue hue.
- A capsule collection from Only NY, showcasing local design interpretations of New York.
The MoMA Design Store is now open, inviting visitors to explore this new vision for museum retail.
