MoMA is, at its core, an empty space—a container waiting to be filled. Once populated the galleries burst with possibilities, as eyes and minds confront new ideas.

As a result, MoMA is a place where important conversations unfold. Rather than telling you what to think, the museum invites you to step closer and asks—what do you see?

Because of this, MoMA remains an ever-evolving space. Its definition is elastic, and what it means varies for every individual.

Membership is where you discover yours.

This idea of “your MoMA” forms the cornerstone of the membership identity. The system is both singular and flexible—designed to reflect a journey that is unique to each individual, interconnected, and never-ending.

At the heart of the identity is the path—a through-line that speaks to how, as a member, you can mix and mingle, find meaning, and connect ideas—both to move, and to find more of what moves you.