“Find Something You LoVE” was one of the most successful and longest running retail marketing concepts developed by creative director Bonnie Mackay and her team for the MoMA Stores.
Recently commissioned marketing research showed that customers strongly associated the MoMA Stores with the idea of “discovery.” The MoMA Stores were places shoppers went to find new and unique items they wouldn’t see elsewhere, special items for themselves or for giving to others. Happily, this concept was fully consistent with the mission of the Museum and its Retail department.
Retail’s in-house creative department developed the “Find Something You LoVE” message and creative concepts, with the graphic treatment of “LoVE” intended to evoke the MoMA logo. The concept lent itself to many successful, multichannel marketing campaigns. Its simple, universal theme also worked well in the MoMA Store’s international markets.