MoMA
Welcome Installation for MoMA
Imaginary Forces designed and created this large-scale video installation for the Museum of Modern Art. As an innovative evolution of MoMA’s welcome desk, we conceived the idea of distilling the museum’s entire catalog into an array of images that guide and engage visitors from their first moments at the museum.
what we did
When MoMA reached out to Imaginary Forces about thinking of new ways to welcome visitors into the museum, we developed a visual screen technology inspired by the VJ equipment used at raves at the time. Using dynamic procedural animation that could showcase a wide variety of exhibits and information, we created a “kinetic barcode” that spanned the breadth of the museum’s holdings. More importantly, the screens not only welcomed visitors, but immersed them into the living narrative of MoMA itself. The installation ran for several years.