“Shop the unshoppable” means more stories, more knowledge, more impact & surprise, more ideas, and more smiles.
Sometimes we achieved this through highlighting historical facts, designers or technology, celebrating the concept of the objects, articulating the relevance of the object. And other times, by identifying connections with the museum itself.
When we are figuring out messaging, we always go back to our strategic pillars of the brand and use them as “filters.” In the case of the MoMA Store, these were “authority/expert,” “forward thinking,” “new/relevant,” “exclusivity”.
Thoughtful yet inquisitive in content. Dynamic, vital and witty in the tone of voice. This is what we did to build the personality of MoMA Design Store.
We also proposed segmentation, engagement through targeted interest.
Who says promotions can’t be fun?
The new look for the communications ecosystem launched with the catalog. This language carried over to all digital platforms and the stores.