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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

The MoMu, Fashion Museum in Antwerp, is home to the biggest Belgian fashion collection in the world. Lacking the right space to expose 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 places in the world from Paris to New York, but also continue to organize activities at different locations in its hometown Antwerp.

Organizing events while simultaneously being closed, MoMu had the need to communicate clearly. We worked with the museum team to design an informative and accessible website. Moreover, we grabbed the momentum to push their existing visual identity in digital, in order to reflect the museum's new and inspiring vision of its 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, this was the right moment to simultaneously start pushing its visual identity, through digital. We moved away from the existing ornamental visual codes in favor of more streamlined and bolder ones.

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 finetune 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