The New Museum Store came to us with a clear challenge: their online shop was outdated, underperforming, and didn’t reflect the spirit of the museum—or the excitement of discovering something new.

After a full rebrand the previous year, they needed a digital experience that would stay true to their new identity while carving out a distinct personality for the store: playful, surprising, and undeniably shoppable.

Beyond aesthetics, the team also wanted to rethink how the store was structured. Rather than presenting items as standalone products, they wanted to spotlight the artists, collections, and ideas behind them—bringing a curatorial lens to commerce.

Through interactive animated product cards, a responsive logo and footer, and a structure that highlighted artist collections, the store blends storytelling with shoppability, creating a fun and memorable experience that also increases conversions.

New Museum Store

An energetic online shop with just the right amount of attitude.