The Museum of Modern Art‘s retail space in Soho, New York, has undergone a major renovation by Brooklyn architecture studio Peterson Rich Office.
The MoMA Design Store at 81 Spring Street, which sells a variety of design-focused objects, books and gifts, was reimagined by uncovering the cast-iron building’s 19th-century craftsmanship while introducing contemporary interventions.
“By revealing the authentic architecture of this Soho landmark and coupling it with contemporary systems for product presentation, the updated MoMA Design Store location in Soho will showcase how the combination of history and innovation defines great design,” said Peterson Rich Office.
With approval from New York City’s Landmarks Commission, the building’s facade was returned to black from its previous muddy brown.
The original 1880s footprint and circulation were restored, and sightlines into the retail spaces were improved by reopening the windows facing Spring Street.
Many of the historic elements of the interiors were also restored to highlight their character, including the cast-iron columns, masonry walls and portions of the original tin ceiling.
Visitors are welcomed into the 6,600-square-foot (613-square-metre) space by an area reserved for a rotating series of product installations.
“A display dedicated to objects from MoMA’s collection creates a tactile, shoppable link to the museum, as well as space to highlight designer collaborations, pop-ups and more,” said Peterson Rich Office.
Blue perforated-metal panels form display units that double as spatial dividers, while matching cabinets run under the windows to present larger items to passersby.
Podiums with pale-wood bases and white tops are tiered to showcase smaller products like homeware and accessories, while furniture sits on lower plinths.
“New materials, including perforated steel display walls, vitrine cases, and island displays, offer a more fluid layout that enhances circulation,” Peterson Rich Office said.
The store’s north wall, which faces the entrance, now serves as a canvas for site-specific murals by artists connected to MoMA’s programming.
The first references Soho’s streetscape and is titled LOVE NYC by artist Nina Chanel Abney, whose work features in the museum’s collection.
Books can be found on the lower level, accessed via a concrete staircase that runs beside a gallery of wall-mounted artworks.
All of the casework in the basement sits on casters so that the space can easily be reconfigured for hosting events and talks.
“This renovation strengthens the way we connect people to good design — making the experience feel more inclusive, inspiring and dynamic,” said MoMA chief retail officer Jesse Goldstine. “We wanted to create a space where visitors don’t just shop, but also engage with the stories, ideas and creative thinking behind the objects surrounding them.”
Several MoMA Design Stores exist around the world, including at the museum’s location in Midtown Manhattan, which was overhauled by Diller Scofidio + Renfro almost a decade ago.
Founded by Miriam Peterson and Nathan Rich, Peterson Rich Office has also recently inserted a glass-lined gallery between historic buildings at a Connecticut university.
The photography is by Eric Petschek.
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