Icon Medialab Remodels MoMA Online

The Museum of Modern Art unveiled this week its new online museum store, redesigned by Icon Medialab, a New York-based i-shop, to capture the gift-giving market for the New York institution. Momastore.org allows, for example, the use of personal address books and offers the ability to ship separate items to different addresses in one order.

“The challenge of the MoMA Online Store assignment came at several levels,” said Michael Lang, engagement manager of the MoMA project at Icon Medialab. “First and foremost, to capture the MoMA brand online. Second, to ramp up the technological underpinnings of the site to dramatically increase ease-of-use. And third, to create an e-business platform, based on Intershop Enfinity, that could support the museum’s e-commerce plan and integrate it with MoMA’s legacy ERP systems.”

At Momastore.org, shoppers can choose from an expanded array of items, including those created by renowned designers, many of whom are represented in the museum’s permanent collection.