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 closely with the museum, we brought to light many of the stories behind the objects.
Min Lew, Partner
Arno Baudin, Design DirectorSometimes 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.
Min Lew, PartnerWhen 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".
Arno Baudin, Design DirectorThoughtful yet inquisitive in content. Dynamic, vital, and witty in tone of voice. This is what we did to build the personality of MoMA Design Store.
Inva Çota, Design DirectorWe also proposed segmentation, engagement through targeted interest.
Arno Baudin, Design DirectorWho says promotions can't be fun?
Inva Çota, Design DirectorThe new look for the communications ecosystem launched with the catalog. This language carried over to all digital platforms as well as the stores.
"Shop the unshoppable" means more stories, more knowledge, more impact & surprise, more ideas, and more smiles.