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Shop MoMA. Shop the unshoppable

Ten years after we handled the branding of the MoMA Design Store in Soho, the Museum of Modern Art's retail division called on us to communicate the evolution of their shops. They challenged us with developing an entire strategy for their "communications ecosystem." In other words, we were to redefine how to speak to the consumer across digital, print and physical channels. Our big idea was to leverage that which no other store could claim, the museum itself, and the idea of "shopping the unshoppable" works of priceless art. By aligning the stores more closely with the museum, we brought to light many of the stories behind the objects.

"Shop the unshoppable" means more stories, more knowledge, more impact & surprise, more ideas, and more smiles.

Min Lew, Partner

Sometimes we achieved this through highlighting historical facts, designers or technology, celebrating the concept of the objects, articulating the relevance of the object. And other times, by identifying connections with the museum itself.

Arno Baudin, Design Director

When we are figuring out messaging, we always go back to our strategic pillars of the brand and use them as "filters". In the case of the MoMA Store, these were "authority/expert", "forward thinking", "new/relevant", "exclusivity".

Min Lew, Partner

Thoughtful yet inquisitive in content. Dynamic, vital and witty in the tone of voice. This is what we did to build the personality of MoMA Design Store.

Arno Baudin, Design Director

We also proposed segmentation, engagement through targeted interest.

Inva Çota, Designer

Who says promotions can't be fun?

Arno Baudin, Design Director

The new look for the communications ecosystem launched with the catalog. This language carried over to all digital platforms and the stores.

Inva Çota, Designer