New York's Museum of Modern Art (MoMA) has made its international retail debut with the opening of its first-ever bookstore outside the United States, located in Seoul, South Korea. The landmark store opened in the Dosan Park area of Gangnam, the rapidly developing and internationally recognized district south of the Han River that has become synonymous with Seoul's modern cultural landscape.
The new venture represents a collaboration between MoMA and Hyundai Card, the credit card subsidiary of Seoul-based Hyundai Motor Group, marking nearly two decades of partnership between the American museum and the Korean financial services company. This long-standing relationship has now culminated in bringing MoMA's curated retail experience directly to Korean art enthusiasts and international visitors.
The bookstore houses an extensive collection of over 1,100 volumes spanning more than 200 titles, featuring MoMA-published exhibition catalogs and specialized books covering art, design, and architecture. Beyond its literary offerings, the store showcases a carefully curated selection of objects from the renowned MoMA Design Store. This Seoul opening comes as the flagship Design Store in New York prepares to reopen following major renovations scheduled for completion later this fall.
The store's architectural design creates a striking visual narrative that reflects its dual purpose as both retail space and cultural destination. From street level, visitors encounter a dramatic contrast between the building's austere exterior and the warm, inviting interiors visible through large display windows. The corrugated white facade, which becomes softly illuminated during evening hours, frames expansive windows where bright shelving systems punctuate vibrant orange and yellow interior spaces.
Inside, the layout unfolds as a series of carefully planned zones, each designed to enhance the browsing and shopping experience. The main book hall features a minimalist aesthetic with pale grey walls, polished concrete floors, and floating metal shelves that allow the colorful covers of MoMA publications to serve as the primary visual focal point. This restrained design approach emphasizes the books themselves as both literary resources and visual art objects.
Adjacent to the main hall, the design store section creates a bold atmospheric shift through its use of glossy yellow and orange surfaces that cover both walls and floors. This vibrant color scheme creates an immersive environment that bathes the curated objects and apparel in a warm, energetic glow. The transition between these two distinct spaces is marked by a sharply framed threshold that deliberately exaggerates the contrast between the contemplative book browsing area and the dynamic retail environment.
The Seoul location represents more than just a commercial expansion for MoMA; it serves as a cultural bridge bringing the museum's educational mission and design philosophy to a new international audience. The store's presence in Gangnam positions it within one of Asia's most influential cultural and commercial districts, potentially reaching both local residents and the significant number of international visitors who frequent the area.
