What You Need to Know
The MoMA Store has evolved beyond being a museum gift shop into a powerful ambassador for the Museum of Modern Art itself. With more than 3 million annual retail transactions—outpacing the museum’s own visitor count—MoMA’s retail arm now serves as an entry point to the institution’s mission of connecting people to contemporary art. The museum’s leadership views retail not just as a revenue stream, but as a way to deepen cultural engagement. The renovated SoHo Design Store, redesigned by Peterson Rich Office, reflects this shift by blending gallery-like design with modern retail function, creating a space that introduces casual shoppers to MoMA’s broader world.
The new layout opens up sightlines, adds a central mural commission, and uses minimal, sustainable architectural interventions to highlight the historic character of the building. Furniture and design objects are displayed like sculpture, and 30% fewer SKUs give more room for storytelling and product context. Instead of chasing social media trends, the space prioritizes calm, curation, and education—mirroring a museum visit more than a typical shopping trip.
MoMA Store’s strategy now aligns its design and merchandising with the museum’s mission and values. Shoppers encounter curator-approved, design-forward items from global brands like Rawrow, Ichendorf, and Bodum alongside classics like the Anthora cup and prismatic tables. As customers browse, they are subtly invited to continue their art journey—screens at the exit promote MoMA’s current exhibitions just a subway ride away. In this way, the store isn’t merely retail—it’s a cultural gateway that’s, in many ways, “more MoMA than the MoMA.”
