MoMA Designstore
New York City
11OO Architect

"Less is More" Understates MOMA's Store

© Paul Warchol

For more photos click on 'photos & drawings' above. To see the people and products behind this project click on 'people & products.'

A new design for this popular and growing retail division of the Museum of Modern Art addresses the display and presentation of merchandise in ways that are both practical and unique. The new entrance, display windows, and signage reflect the aesthetics of the museum and their legacy of quality design. Here, the architecture serves the practical demands of the space by gently guiding the visitor on a logical path through the store, and by presenting key merchandise in an impactful manner. MOMA wished to display an ever-expanding furniture collection as a prominent marketing theme of the store. 1100 Architect addressed this challenge through the paradoxical solution of showing less merchandize, rather than more. A "virtual mezzanine" encased in metal mesh provides extra storage above and serves as a stage for product display. Computerized theater lighting alternately illuminates the furniture set behind or hung in front of the metal screen. This mezzanine helps to create a sense of drama in the space, as well as to define the double-height interior of the

Formal name of building:
MoMA Designstore

Location:
New York City

Gross square footage:
4,500 sq. ft., sales floor is 3,000 sq. ft.

Total construction cost:
$1.8 million

Owner:
Museum of Modern Art

Architect's firm:
11OO Architect
435 Hudson Street
New York, NY 10014
212.645.1011 phone
212.645.4670 fax