MoMA Reveal

Museums have always been an outstanding source of inspiration for creative minds. It doesn't really matter which kind of museum you attend, but you always return with a fresh head and new ideas. As part of MoMA new rotating presentation, the “Reveal” promises a reimagined approach to exhibiting its collection of modern and contemporary art. With each “Reveal,” in which a third of the Museum’s collection rotates, audiences will enjoy fresh perspectives and opportunities to see more of the wide-ranging collection. Justin Au was behind this creative and dynamic composition.

Through the direct nature of the campaign design and the name itself, the idea of the Reveal positions MoMA’s rotating collection as a dynamic moment and experience for museum-goers.

Visually, the campaign builds on MoMA’s existing core design system and reflects the physical experience viewers will have in the newly reorganized MoMA galleries—discovering something new at every turn. We're in love with how technology and digital resources have incorporated the screens in a better and subtle way, integrated to their context adding extra value.

Additional credits Client: MoMA Agency: Gretel Collaborators: Greg Hahn, Ryan Moore, Simon Chong, Dylan Mulvaney, Andrew Stubbs Johson, Kerry Griner, Johannes Geier