The MoMA Design Store, located on 53rd Street across from the Museum, reinforces MoMA’s identity as the foremost platform for modern and contemporary design. 1100 developed unique solutions to the challenge of creating innovative displays of furniture, design objects, books, and accessories at each location. The architecture of the midtown store meets the practical demands of the space by gently guiding the visitor on a logical path through the store and by presenting key merchandise in a functional and stylish manner. A “virtual mezzanine” encased in metal mesh provides extra storage and serves as a stage for product display. The mezzanine helps to create a sense of drama in the space and defines the double-height interior of the store. Computerized theater lighting alternately illuminates the furniture set behind or hung in front of the metal screen.
