MoMA retail spaces recreate the museum experience
Print Edition
WHILE some museums are still somewhat skittish about selling souvenirs, New York’s celebrated MoMA leads the way in retail innovation, its design boutiques almost as popular as the artwork on display.
The museum opened its first shop in 1939 — a simple sales counter on the MoMA premises on 53rd Street in Manhattan.
More than 70 years later, it has five retail spaces in New York, two of them devoted to design, a store in Tokyo and online shopping sites, two of which cater to the Japanese and Korean markets.
The most well-known of the shops is the store on 53rd Street just opposite the museum. With its serene, artful displays and documented collection, it is almost an extension of the gallery.
Products are presented with a short description, the name of their designer or artist, and the year they were created.
“It’s really important to our customers to have the experience they have basically in the museum,” said Chay Costello, assistant director of merchandising.
“We try to reflect that in the stores,” added Chay.
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