By Allison Watkinson
TLL Reporter
IMG Licensing has secured a multi-year agreement to serve as the exclusive global representative for the Museum of Modern Art (MoMA).
Through the collaborative partnership, IMG Licensing will work alongside the MoMA Design Store to further grow its licensing program around the world.
“Through the excellence of its collections and exhibitions, MoMA has established itself as a brand not only associated with beautiful art, but also design and innovation,” said IMG Licensing president, Bruno Maglione. “Democratizing and globalizing these values through carefully curated licensed products ranging from the accessible to the aspirational is part of our mission. Sitting in the heart of New York City, the MoMA brand also stands as a beacon for the best of what this city offers as a global crossroads of cultural connections, storytelling and creativity,” added Maglione. “We are honored to be working with this extraordinary institution.”
Serving as a branch of the Museum of Modern Art, the MoMA Design Store seeks out artists, designers and manufacturers from across the globe to curate a selection of objects that meet carefully considered design criteria.
Every purchase from the MoMA Design Store supports the Museum’s exhibitions, collection preservation and educational programs.
Founded in 1929, the Museum of Modern Art is a cultural and educational institution that offers an expansive collection of curated modern and contemporary art pieces.
The MoMA connects with people from around the world through a variety of avenues such as dynamic exhibitions, educational programs, library operation, archives, art conservation labs, scholarship support and literary publication.
Each year, The Museum of Modern Art and its MoMA Design Stores welcome more than six million visitors in locations around the world and engages over 35 million visitors through its online platforms.
“Every collaboration that we bring to life, and every purchase that our audiences make, supports MoMA’s exhibitions and educational programs,” said MoMA COO, James Gara. “We look forward to working with IMG Licensing to build upon the meaningful success we have had to date with our licensing program, and to help us create new and exciting opportunities for people to connect with MoMA and modern and contemporary art.”
IMG Licensing will draw inspiration from the Museum of Modern Art’s mission, scale and commitment to democratizing quality design as it works to expand the institution’s international licensing presence.
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