MoMA in the subway

In New York Times on February 16, 2009 at 5:06 pm


The Museum of Modern Art is launching a new ad campaign that is going to take over NY underground.  Yup, that’s right, the MoMA is filling subways with large scale images of their permanent collection in an effort to appeal to the NYC crowds.  It is one of the most ambitious ad campaigns that MoMA has ever launched.  The works appear as they would in the museum: wall labels and even audio recordings.

MoMA’s six-week ad campaign is intended to both attract people to the museuem (which I think it will) as well as encourage people to purchase memberships (which I’m not so sure about because it seems like people who purchase memberships might not necessarily be the people riding in the subway… ?  I could be wrong though).  It is an interesting ad campaign, and whether it works or not, atleast NYC gets one hell of a beautiful subway station for a month and a half!


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