Giulia A. | Montserrat C. Febrero 2019
BRIEF
To create the first MoMA Design Store in Barcelona transferring its essence to one of the city’s architectural and design symbol; Fabrica Moritz.
BRAND VALUES
We celebrate creativity, openness, tolerance, and generosity. We aim to be inclusive. We’re committed to sharing the most thought-provoking modern and contemporary art, and hope you will join us in exploring the art, ideas, and issues of OUR TIME. - MoMA
MoMA DESIGN STORE
“Our selection process is unlike any other.” Our 8 design filters: 1. In or Related to MoMA’s Collection 2. In or Related to MoMA Exhibitions 3. Innovative Materials 4. Innovative Function 5. Innovative Technology 6. Educational Design for Children 7. Textile Innovation 8. Icons of Design
TARGET ANALYSIS
Art & design lovers, tourists, kids, families, but really, just ANYONE. “A career-defining achievement for designers”. - Wendy’s Giude “A true temple of design and good taste.” - Fast Company
ART ROLE MODEL ASPIRATION DYNAMISM WINDOW OUR TIME
CURATORSHIP
CURATOR
In the art world, CURATOR is a person who selects and often interprets different works of art. In order to arrange an exhibition they filter the world driven by their experience and perspective. What a CURATOR does: - Safeguarding the heritage of art. - Selection of new work. - To connect to art history. - Displaying or arranging the work.
THE ULTIMATE CURATOR
MoMA is the most contemporary filter telling the story about our time through its eyes. You become the ultimate curator through your selection process inside MoMA Design Stores.
LOOK & FEEL
LIGHTING LOOK & FEEL
FILTER
FILTERED
PROPOSAL
To bring to Barcelona the essence of MoMA as a role model, without forgetting their main value: Inclusivity. To make people feel part of MoMA as they involve themselves in the selection process.
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PROPOSAL
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CAMPAIGN
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STREET ADVERTISEMENT
STREET ADVERTISEMENT
STREET ADVERTISEMENT
#YOURMoMABCN
SOCIAL MEDIA
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STOREFRONT COMMUNICATION
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STOREFRONT COMMUNICATION
INTERIOR COMMUNICATION
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ACCESS
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ACCESS
STAIRCASE
https://vimeo.com/315675898
STAIRCASE TECHNOLOGY
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WELCOME SCREEN
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WELCOME SCREEN
WELCOME SCREEN
ZONING
Icons of Design
Materials Innovation
Innovative Technology Innovative Function Innovative Education MoMA’s Collection
vºº
MoMA’s Exhibition
Pop-up Cristian Zuzunag
Textile Innovation
PRODUCT CURATORSHIP
Stimulo
Ricard Ferrer
HOTSPOTS
NEW PRODUCTS
SALE
BCN DESIGNERS
KEY SELLING POINTS
BEST SELLERS
SECTIONS
LIGHTING
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ENTRANCE
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ENTRANCE
INTRODUCTION AUDIOSPOTLIGHT
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CHECK-IN
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CHECK-IN
CHECK-IN TABLE
CHECK-IN TABLE
CHECK-IN TABLE
CHECK-IN TABLE
CHECK-IN TABLE
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SIGNAGE
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SIGNAGE
SIGNAGE
SIGNAGE
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PRODUCT INTERACTION
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PRODUCT INTERACTION
PRODUCT INTERACTION
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PURCHASE EXPERIENCE
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PURCHASE EXPERIENCE
PURCHASE EXPERIENCE
FURNITURE DETAIL
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MoMA NOW
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MoMA NOW
MoMA NOW
MoMA NOW
MoMA NOW
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CHECK-OUT
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CHECK-OUT
CHECK-OUT
PACKAGING
MERCHANDISING
STAFF UNIFORM
THE ULTIMATE CURATOR