MoMA’s lobby served as the primary access point for thousands of daily visitors, but it was under strain. Visitors arrived from multiple entrances into a space with few cues, complex ticketing protocols, and long lines. MoMA needed a new system for the visitor journey—one that could handle high volumes, provide clarity, and deliver a world-class experience from the moment people walked through the door.
A multi-channel, human-centered museum experience
Rather than redesign a single desk or kiosk, we helped MoMA imagine a multi-channel service system—one that lets visitors plan ahead, navigate with confidence, and enter without friction. Our strategy was built to accommodate crowd surges, future architectural changes, and MoMA’s evolving programming.
