How the MoMA Store became more MoMA than the MoMA

"The MoMA Store has become a brand in and of itself to the point where there are shoppers who know the acronym and logo but not necessarily the history behind them. And while retail has helped MoMA gain name recognition, the museum wants it to become a more effective ambassador for the flagship art institution. The recent renovation of MoMA's SoHo design store, which recently reopened after months of renovations, exemplifies this new approach."

"Between online sales, brick-and-mortar shops, and licensing, MoMA's retail endeavors generate more than three million transactions annually (MoMA declined to share sales figures). To put that figure into context, the museum welcomed 2.7 visitors during between 2023 and 2024. MoMA says at least 7% of museum visitors learn about the institution through merchandise. Recently, MoMA has been ramping up its licensing partnerships with brands like Lego, New Era (for cobranded Yankees and Mets hats), and Nike (for cobranded tube socks)."

The MoMA Store functions as a standalone brand recognizable by shoppers who may know the acronym and logo without museum history. Retail is being repositioned from an exit-through-the-store revenue source to an entry point connecting people to MoMA's mission and the art of our times. The renovated SoHo design store exemplifies this strategic shift. MoMA's retail operations generate over three million transactions annually and at least 7% of visitors learn about the museum through merchandise. Recent licensing partnerships include Lego, New Era, and Nike. More than half of MoMA Store revenue comes from brick-and-mortar locations.

Read at Fast Company