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Soho MoMA Design Store Reimagined by Peterson Rich Office

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The Museum of Modern Art's retail outlet in Soho, New York, has been completely overhauled by the Brooklyn architectural firm Peterson Rich Office. This ambitious project focused on revitalizing the shopping experience by marrying the building's rich 19th-century heritage with cutting-edge design solutions. The result is a vibrant space that honors its history while showcasing contemporary artistry and functional aesthetics.

Soho's MoMA Design Store Undergoes a Grand Transformation

In the bustling heart of Soho, New York, the iconic MoMA Design Store at 81 Spring Street has been given a breathtaking new lease on life. Spearheaded by the ingenious minds at Peterson Rich Office, a Brooklyn-based architectural studio, this renovation is a testament to the seamless integration of historical reverence and modern innovation. The project’s core philosophy was to peel back the layers of time, revealing the inherent beauty of the cast-iron building’s 19th-century craftsmanship, while simultaneously introducing contemporary elements that elevate the shopping experience.

With meticulous care and the official sanction of New York City's Landmarks Commission, the building's exterior underwent a dramatic color transformation, shedding its previous muddy brown hue for a sophisticated black. This change not only restores its historical grandeur but also makes a striking statement on Spring Street. Inside, the original 1880s layout and visitor flow have been meticulously reinstated, improving sightlines and reconnecting the interior with the lively streetscape through reopened windows. Key historical features, including the robust cast-iron columns, sturdy masonry walls, and portions of the intricate tin ceiling, have been lovingly restored, allowing the building’s unique character to shine through.

The expansive 6,600-square-foot interior now welcomes patrons into a dynamic space designed for discovery. A dedicated area at the entrance will feature a rotating series of product installations, ensuring a fresh and engaging experience with every visit. Peterson Rich Office thoughtfully integrated display units crafted from blue perforated metal, which not only serve as visually appealing showcases but also cleverly act as spatial dividers. Complementing these, matching cabinets beneath the windows are strategically placed to display larger items, drawing in passersby with their alluring presentation. Smaller, design-focused objects, homeware, and accessories are elegantly arranged on tiered podiums with pale-wood bases and pristine white tops, while larger furniture pieces occupy lower plinths, creating an organized and inviting retail environment.

A notable addition is the store's north wall, now a canvas for site-specific murals by artists associated with MoMA's prestigious programming. The inaugural piece, an evocative mural titled LOVE NYC by the acclaimed artist Nina Chanel Abney, pays homage to Soho's vibrant streetscape and beautifully integrates the museum's artistic vision into the retail space. Downstairs, a concrete staircase leads to a lower level dedicated to books, flanked by a gallery of wall-mounted artworks. This basement area is designed for maximum flexibility, with all casework mounted on casters, allowing for easy reconfiguration to host diverse events and engaging talks.

Jesse Goldstine, MoMA's chief retail officer, articulates the vision behind this transformation: "This renovation strengthens the way we connect people to good design—making the experience feel more inclusive, inspiring, and dynamic. 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." This project, captured through the lens of photographer Eric Petschek, stands as a beacon of innovative retail design, echoing the success of other MoMA Design Stores globally, including the Midtown Manhattan location which was revitalized almost a decade ago by Diller Scofidio + Renfro.

This thoughtful renovation at the MoMA Design Store in Soho is a powerful reminder that commerce and culture can coexist harmoniously. By preserving the past while embracing the future, Peterson Rich Office has not only created a retail space but a destination where visitors can engage deeply with the essence of design. It underscores the idea that a shopping experience can transcend mere transactions, becoming an immersive journey through art, history, and innovation. This project inspires us to consider how we can imbue everyday spaces with deeper meaning and purpose, fostering connections between people and the creative spirit that shapes our world.