MoMA
Change is Modern
A story of the power of reframing
We helped MoMA take a stand against a growing worldwide trend among museums of becoming art hoarders rather than public displayers.
We worked with MoMA to reframe their permanent collection as The Dynamic Collection, creating more display rooms for more artworks, supporting more artists, and featuring more diverse curations around the museum.
The effect was to drive museum visitors and membership back to pre-pandemic levels.
