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Dresses, view from the MoMu exhibition of Olivier Theyskens called She Walks in Beauty

Olivier Theyskens – She Walks in Beauty

© MoMu Antwerp, Photo: Stany Dederen

ModeMuseum, Made New

MoMu, the fashion museum of Antwerp, is home to the biggest Belgian fashion collection in the world. Lacking the right space to display this gem, the museum closed its doors for renovations in April 2018. This closure will last until the fall of 2020.

In the meantime, MoMu takes its activities elsewhere. The museum will showcase its magnificent collection at various locations throughout the world, from Paris to New York. It will also continue to organize activities at various venues in its hometown of Antwerp.

Closed while continuing to organize events, it was essential for MoMu to communicate clearly. We worked with the museum team to design an informative and accessible website.

Moreover, we seized the opportunity to transform their existing digital visual identity in order to reflect the museum's new and inspiring vision for the future.

A picture of a ladder in front of the staircase of the MoMu building
© MoMu Antwerp, Photo: Stany Dederen

As the museum is physically transforming, we are simultaneously updating its visual identity, through digital. We moved away from the existing ornamental visual codes in favor of a bolder and more streamlined approach.

Sander Vermeulen, Design Director
Homepage screenshot of
Navigation screenshot of
Screenshot of an activity organised by MoMu
Screenshot of hearts appearing when hovering over the Become a member link at

Accessibility studies and usability tests helped us fine-tune the design of the website for various use cases on different platforms.

Mobile screenshots showing the design of MoMu's new website

Closed yet open. New website visitors are greeted with a playful animation that explains MoMu's peculiar current situation.

Delphine Volkaert, Designer

The launch of this practical website marks only the first phase of an exciting and inspiring digital future for Antwerp's fashion museum, MoMu.

Thomas Byttebier, Digital Director