WH Y A M oM A S H O P OU T SI D E N E W Y O R K ? WHAT IS THE REASON FOR WHICH MoMA WANTS TO MAKE A SHOP IN BARCELONA, FAR FROM THE NEW YORK MUSEUM?
WH Y A MUSEUM S H O P WITH O UT THE M U S E U M ?
Description
Design MoMA NY = + Museum Store
Description
Design Museum MoMA BCN = + Store Essence
The Museum MoMA Nueva York: The Museum of Modern Art. REVOLUTIONARY. Museum of private entity founded by American philanthropists Bliss, Sullivan and Rockefeller. The Museum of Modern Art in New York is open and sensitive to the artistic practices of its time.
It is considered one of the sanctuaries of modern and contemporary art in the world. Art collection, graphic design, industrial, photography, architecture, film and print.
Brand Values CREATIVITY
OPENNESS
GENEROSITY
TOLERANCE
INCLUSIVE
EDUCATION
About MoMA ¨We celebrate creativity, openness, tolerance, and generosity. We aim to be inclusive places—both onsite and online—where diverse cultural, artistic, social, and political positions are welcome.¨
MoMa NY Target
All socio-economic levels
Design professionals
Families
Turists
University students
School groups
Moritz Jean Nouvel: French architect and artist. Sensoriality and theatricality. Transparencies, reflections, the complexity and ambiguity of perception, graphic or typographical interferences. It pretends to provoke, it looks for the loss of references of the kaleidoscopes, the fragmentation and the explosion. They are 'dematerialization, illusion and pleasure' games.
It shows the building naked. A relationship between the old and the new through materials. Walking through the old factory is like doing it through the city.
Share Art: Art is provocative. It shares visions. Art serves to communicate, express and define artists. The real is interpreted or the imagined is expressed. Art can be the best way to understand the world in which we live because artists are like radio antennas.
The amazing thing about art is sharing it, sharing opinions, finding common visions, feeling identified and understood, or not, where there is no absolute truth.
MoMa BCN Target
Baby Boomers
Generation X
Generation Y
Generation Z
Age: 1946 - 1964 (54 - 72 years)
Age: 1965 - 1980 (53 - 38 years)
Age: 1981- 1994 (38 - 24 years)
Age: 1995 - 2001 (23 - 7 years)
Family / Community: Concept of
Family / Community: Concept of
Family / Community: Relationships
Family / Community: Diversity and
ideal family. Majority divorced.
ideal family. Married parents. The
through other channels. More devic-
individualism.
family is the engine of their lives.
es less human interaction.
Technology: Had to adapt to it.
Technology: Born with technology. It
Some use it daily, some of them
Technology: Use of offline channels
Technology: Experienced transition
reject it.
and online services.
from analog to digital.
is a necessity in their lives. Shopping: Visual generation. Buy
Shopping: Some research product
Shopping: Use online platform to
Shopping: Online platform to buy
online, but all of them buy offline.
buy and do research. Most purchas-
and do research. Most purchases
es offline.
offline.
Values: Need of human contact. Community. Humanity. DIversity.
Values: Need of human contact. Community. Ambition. Nostalgic.
online and offline.
Values: Community. Nostalgic of old
Values: Instant satisfaction.
times.
Demanding.
Concept
The Art of SHARING Art About MoMA ¨ 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.¨ Compartir Arte revolucionario, provocador, moderno y contemporáneo. Educar.
A R T O N LY B E C O M E S ART WHEN SHARED
IT´S THE VIEWER THAT MAKES THE WORK
MARCEL DUCHAMP
HOW? 01- TO SHARE ART 02- DISCONNECT FROM THE WORLD 03- CREATE A CONNECTION WITH ART
DISCONNECT FROM THE WORLD
DISCONNECT FROM THE WORLD TO CONNECT WITH ART
References
One and three chairs
Dalí Museum, Figueres
This is not a pipe
Joseph Kosuth
Salvador Dalí
René Magritte
The speed of your attention
Gestalt theory
Nothingness is not nothing at all
Olafur Eliasson
Max Wertheimer, Wolfgang Köhler, Kurt Koffka y Kurt Lewin.
Olafur Eliasson
Look & Feel
Canvas chair
Inside the horizon
Multiple shadow house
MoMA Design Store.
Olafur Eliasson
Olafur Eliasson
Solar compression
Your sense of unity
Lincoln
Olafur Eliasson
Olafur Eliasson
Salvador DalĂ
Materials
Mirror
Stainless Steel
Semi-matt white lacquered wood
Existing pyramids + artistic installations.
Existing flooring
Furniture for product exhibition.
Brick 01
Brick 02
Acrylic
Existing brick in old walls.
Flooring.
Artistic installations.
Zoning
RE - APPEAR
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
CLOAKROOM
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
€ CASHIER
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
SEASONAL PRODUCTS
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
APPAREL & ACCESSORIES
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
JEWELRY
Product mix & museum points Distribution of the different spaces in the shop.
Zoning RE - FLECT
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
KITCHEN TECH & TOOLS
Product mix & museum points Distribution of the different spaces in the shop.
Zoning BOOKS
Product mix & museum points Distribution of the different spaces in the shop.
Zoning RE - CREATE
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
RE - DISCOVER
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
HOME
Product mix & museum points Distribution of the different spaces in the shop.
Zoning
HOME
Product mix & museum points Distribution of the different spaces in the shop.
Analog points
RE - APPEAR
Re - Appear Inside the horizon, Olafur Eliasson.
Analog points RE - DISCOVER
Re - Discover Solar compression, Olafur Eliasson.
Analog points RE - CREATE
Re - Create 01 Multiple shadow house.
Analog points RE - CREATE
Re - Create 02 Who is afraid? , Olafur Eliasson.
Analog points
RE - MEMBER
Re - Member Dot animation card.
Analog points
RE - MEMBER
Re - Member Dot animation card.
Analog points
RE - MEMBER
Re - Member Dot animation card.
Analog points
RE - MEMBER
Re - Member Dot animation card.
Analog points
RE - MEMBER
Re - Member Dot animation card.
Analog points
RE - MEMBER
Re - Member Dot animation card.
Space development
Fรกbrica Moritz, Barcelona Poner descripciรณn de cada uno de los targets.
Space development
Shop reception Poner descripciรณn de cada uno de los targets.
Space development
Cloakroom & cashier Poner descripciรณn de cada uno de los targets.
Space development
Fรกbrica Moritz, Barcelona Poner descripciรณn de cada uno de los targets.
Space development
Fรกbrica Moritz, Barcelona Poner descripciรณn de cada uno de los targets.
Space development
Fรกbrica Moritz, Barcelona Poner descripciรณn de cada uno de los targets.
Space development
Fรกbrica Moritz, Barcelona Poner descripciรณn de cada uno de los targets.
Point of sale
Highlights, display Scandinavian designs.
Point of sale
Artistic installation with product
Point of sale
Visual Merchandising Minimal product display.
Logotype
DESIGNSTORE | DISCONNECT TO RECONNECT
BCN
museo de
arte moderno
MoMA Barcelona new logotype The new logotype emphasizes the store concept.
Logotype LETTER “O” BIG SCALE A WINDOW FROM MoMA NY TO MOMA BCN
LOGOTYPE: TRIDIMENSIONAL TRANSPARENCY AND USE OF COLOR
COLOR 01_ R:255 ; G: 102 ; B: 51
COLOR 02_R:255 ; G: 204 ; B: 0
SLOGAN: “DESIGN STORE DISCONNECT TO RECONNECT REFERENCE TO BARCELONA CITY “BCN MUSEO DE ARTE MODERNO”
DESIGNSTORE | DISCONNECT TO RECONNECT
BCN
museo de
arte moderno
MoMA Barcelona new logotype The new logotype emphasizes the store concept.
TYPOGRAPHY: DIN Next LT Pro MEDIUM ITALIC TYPOGRAPHY: DIN Next LT Pro CONDENSED / DEMI COPRESSED
Logotype
DESIGNSTORE | DISCONNECT TO RECONNECT
BCN
DESIGNSTORE | DISCONNECT TO RECONNECT
BCN
museo de
arte moderno
DESIGNSTORE | DISCONNECT TO RECONNECT
BCN
museo de
arte moderno
DESIGNSTORE | DISCONNECT TO RECONNECT
BCN
museo de
arte moderno
Logotype 01
Logotype 02
Logotype 03
Logotype 04
COLOR 01_ R:255 ; G: 102 ; B: 51 COLOR 02_R:255 ; G: 204 ; B: 0
COLOR 01_ R:237 ; G: 42 ; B: 123 COLOR 02_R:255 ; G: 0 ; B: 0
COLOR 01_ R:179 ; G: 0 ; B: 255 COLOR 02_R:111 ; G: 0 ; B: 255
COLOR 01_ R:255 ; G: 102 ; B: 51 COLOR 02_R:255 ; G: 255 ; B: 255
MoMA Barcelona new logotype The new logotype emphasizes the store concept.
museo de
arte moderno
Advertising
Street advertising Reflected logotype to create curiosity.
Advertising
Street advertising Reflected logotype to create curiosity.
Advertising
Facade advertising Guidance system outside the shop.
Signage
Facade Moma Store design and Moritz industry.
Signage
€
CASHIER CLOAKROOM DESIGN STORE MUSEUM EXPERIENCE SERVICES EXIT
“We celebrate creativity, openness, tolerance, and generosity. We aim to be inclusive places—both onsite and online—where diverse cultural, artistic, social, and political positions are welcome.” “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.”
Reception of the shop museum Guidance system and description of the shop.
1 2 3 4 5 6
CONTEMPLATE INSERT COIN PUSH THE BUTTON SMILE! GRAB YOUR PIC SHARE IT!
Signage JEWELRY
SEASONAL PRODUCTS
HOME
KITCHEN TECH & TOOLS
BOOKS & EXHIBITIONS
APPAREL & ACCESSORIES
RE-CREATE
RE-DISCOVER
RE-APPEAR
RE-CHARGE
RE-FLECT
RE-PRESENT
In - Store signage Guidance system and description of the shop.
Packaging
Product labeling & packaging Two different bags size.
Merchandising
MOMA Tote bags Three different totes with the new logotype.
Merchandising
Mugs & Bottles Disconnect to Reconnect merchandising.
Stationery
Fรกbrica Moritz, Barcelona Manufactured writing materials, including cut paper, envelopes, writing implements, continuous form paper, and other office supplies.