The new flagship Museum Store at the MoMA, designed by Diller Scofidio + Renfro in collaboration with Gensler, with retail design by Lumsden, will open on October 21 adjacent to the lobby of the Museum. The new 5,200 square foot flagship features a dramatically remodeled front elevation and an off-street entrance leading to a mezzanine bridge overlooking the new Museum Store. Intended to attract passers-by and ticketed museumgoers alike with dual entrances, the new retail position is clearly visible from various points within the Museum and seamlessly integrates into the overall Museum experience.
Accessing the space via a central staircase or circular glazed elevator, the first thing visitors will notice before descending into the store is a vast 30-foot tall floor-to-ceiling wall display that showcases an unparalleled selection of art-related publications selected by the retail merchandising team, along with counterparts from all six curatorial departments.
The foreground of the store is home to high-quality design objects displayed on low-density fixtures, cast in solid aluminum for a distinctive and refined finish. Each of these products has been handpicked by the Museum's retail team and approved by MoMA curators, reflecting the internationally renowned design vision of the institution.
On the north side of the store beneath the mezzanine level are high-density fixtures displaying a comprehensive selection of art-reproduction products such as prints, postcards, stationery and gifts as well as unique desk accessories, personal products and apparel.
All display fixtures and accessories have been designed with simple and elegant forms to reflect MoMA's pared-back aesthetic, using the established material and color palette seen across all MoMA Design Stores. Consideration was made to focus the visitors' attention on the carefully selected product assortment; the fixtures were designed with inbuilt flexibility allowing units to be joined together or reconfigured as needed.
"We worked closely with project architects Diller Scofidio + Renfro and Gensler on the retail environment, ensuring the space would match MoMA's status as a world-leading cultural destination," commented Callum Lumsden, Creative Director, Lumsden Design. "The external references are subtle but once you step inside the store, each touchpoint is carefully crafted to create the ultimate cultural retail experience."
Photos: Courtesy of MoMA Design Store