MoMA 2019 ExpansionTriboro
• Date added
20 March 2023
The Museum of Modern Art (MoMA) is an art museum in New York City dedicated to modern and contemporary art. In 2019, MoMA embarked on a major expansion project, adding an additional 30% of gallery space.
New York-based design studio Triboro was commissioned by MoMA’s Director of Design, Rob Giampietro, to design a graphic expression that would serve as a symbol for the museum during the expansion process.
MoMA (Museum of Modern Art)
Director of Design
Typefaces in Use
While the MoMA name and logotype was already iconic, Triboro’s goal was to create a visual expression that would best represent the museum during this period of transformation. Triboro reinterpreted the museum’s facade, consisting of multiple buildings constructed over the course of 90 years, and unified them into a single artwork. Utilised both as a flat graphic and in various perspectives, the resulting visualisation has been used in a myriad of applications such as the MoMA website, printed promotions, member gifts, adverts, and large-scale murals at the museum's entrances.
“The eclecticism (of MoMA’s façade) is amplified, conveying the site but also the spiritual energy, dynamism, and excitement of the new building and campus. The diversity of facades came to stand for a diversity of perspectives – curatorial, geographic, demographic, educational – rather than a singular monolithic institution.”