Second Story

San Francisco Museum of Modern Art

Gallery Reinterpreted

SFMOMA asked us to reimagine what a modern museum gallery could be.

How do you create a single space that serves two distinct groups of museumgoers: those hungry for more insight and those looking to take a break? For SFMOMA’s grand reopening, we designed a new space that seamlessly blends cafe and art gallery, digital and physical.

Interactive installations let visitors explore how photography shapes our perceptions of the world. Visitors engage using custom analog controls inspired by 35mm film camera dials. From the materials and finishes, to the centralized seating and quiet integration of media, the gallery lets visitors flow through, socialize, dive deep into the museum collection, and relax and sip their lattes with equal ease.

It has become the clubhouse of the museum.
Chad Coerver
Chief Content Officer, SFMOMA
Communication Arts DesignWinner
One ShowMerit Award
SEGD Global Design AwardsMerit Award
GLAMi AwardsFinalist
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