CLIENT: MUSEUM OF MODERN ART, NEW YORK
MARKET POSITION: MoMA is the world’s leading arbiter of modernism in art and design. Its design collection is a capsule history of the major milestones in modern architecture, Industrial design, and graphic design. MoMA’s design store and retail catalog are a leading outlet for purchase of quality, affordable design artifacts.
ASSIGNMENTS: Product Design, Packaging, Production Management. Some of the products shown here were originated by David Laufer (the coaster series) others were assignments from the Modern.
BRAND STRATEGY: MoMA’s retail design stores include some classic products by modern masters, from Frank Lloyd Wright to Isamu Noguchi, from Alvaar Alto to Tibor Kallman. The success of the Modern’s retail catalog and stores rests on its canny ability to offer affordable products strike a balance: clean, yet decorative; functional, yet with a special understated style. Simplicity, affordability and quality are achievable—if the product can succeed at scale. Brandbook used prototyping and low quantity production to test market ideas for MoMA. As demand built for a given product, production economies could be sought and product margins improved. Brandbook is honored to have its products included in MoMA’s design catalog and store.
