Visual identity for MoMA Design Store’s fall campaign, and multiple application designs including digital and the physical space such as the store windows and walls.

MoMA Design Store is a department store run by the Museum of Modern Art in New York City that carries variety of products ranging from stationery, kitchen products, apparel, furniture and more. At MoMA Design Store, they spend considerable time with artists, designers and manufacturers all over the globe, selecting objects that meet their carefully considered design criteria , and all the products are approved by the museum curators, the same people that curate exhibitions at the museum.
The fall campaign visual identity is inspired by the idea of dopamine decor.
Named for the feel-good neurotransmitter, Dopamine decor is about bringing color psychology into your life to promote productivity, calmness, focus, energy, or other positive feelings.
With vibrant pieces in your life, your spirit is instantly lifted. It is hard not to smile when you see these designs that make good design your own. MoMA Design Store’s pieces help you differentiate your space, there’s not just one way to live with any item they offer.
With this idea, the visual language for this campaign was built with different kinds of geometric shapes based on the actual products’ forms. Those geometric shapes are used as the graphic device to frame products or messagings, as well as mixed and matched to endlessly create different playful patterns just like how you can create your own unique dopamine decor with MoMA Design Store’s vibrant pieces.