MoMA: The MUSEUM of modern art
MoMA didn’t have an awareness problem - every year they recieve 2.8 million visitors, they’re on every top 10 things to do in NY list. They didn’t need an advertising campaign, they just legitimized modern art, and they came to us with the question “Now what.” They wanted people to understand, engage and connect with modern art in a whole new way.
SO We set MoMA on a path to think of themselves not as a place, but a point of view, along the way changing what a museum can be today.
New York Times partnership adds news commentary through related art
First up, we helped MoMA see itself outside of its walls and into the way people experience life every day - in their news, media and social feeds.
MoMA hand-picks the best art curators on social media and invites them to be MoMA Social Curators.
A YouTube plug-in pairs video with MoMA content. Recontextualizing what you see linking Kanye West to Jasper Johns piece “Regrets”.
New MoMA programs go beyond its buildings into New York's public space, art venues - even other museums.
Reframing The Met’s own classic art in MoMA’s own modern art context.
MoMA NYC interactive art map. Turning the whole city into a MoMA experience.
MoMA starts collaborative exhibitions across museums
MoMA starts collaborative exhibitions across museums, partnering with the New Museum, Cooper Hewitt, The Met, and Whitney.
Now, MoMA is adding its voice to real-time events - even turning its curation into activism.
We simplified MoMA's application for artist members - reduced the price and gave them more reasons to join, like dedicated artist nights and networking events. The number of artist members has grown by 60% since its implementation.
We widened the definition of eligible artists allowed to apply for MoMA’s Artist Membership to match the art forms found on display in the walls of MoMA – designers, directors, performers — as well as painters and sculptors.
We helped MoMA rethink its role in the art community's broader life and issues, TACKLING real issues like affordable artist housing and studio spaces.
An AirBNB x MoMA partnership called artBNB that pairs local residents with local artist looking for affordable housing or open studio spaces.
Artist Profile + User Flow
As a result, today, museum curators are actively fighting for affordable artist housing in NYC.