The Reveal

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Something new
at every turn

A new MoMA

As part of MoMA’s 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.

Constantly surprising

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.

“For Gretel, the challenge was to capture the ideological shift in the way the art was being shared in the museum, as well as the seasonality of the new collection itself.”

CAMPAIGN US | NOV 2020