In one of London’s busiest streets where old and new are inseparable, a new venue has quietly opened its doors ahead of its official opening on September 10th. The Moco Museum is the latest addition to the city’s vibrant cultural landscape and is already making waves. This third branch of the organisation is situated at Marble Arch following successful launches in Amsterdam and Barcelona.
It was not an esteemed institution but Dutch gallerists Kim Logchies-Prins and Lionel Logchies who first dreamed up Moco. Their Lionel Gallery was getting up to a thousand visitors a day, and as they reflected on this success, grander ambitions took shape: a museum that could reach more people with art; democratise it while keeping up the rigour of a commercial gallery. “What if…” asked Logchies-Prins. Barcelona will see this “what if” concept realised in 2020 when Moco opens there following its launch in Amsterdam in 2016.The founders’ vision and the universal pull of the art they championed can be gauged from the fact these two sites together have attracted nearly five million visitors.
Moco Museum has tapped into a generation that sees art and social media as indivisible by targeting a younger audience – specifically those aged between 18 and 35.Museum-goers can expect something both intellectually stimulating and beautiful thanks to its collection of iconic works plus Instagrammable exhibits too.Moco combines depth with accessibility making it an essential stop for young art lovers.
The London branch represents an audacious new chapter in Moco’s story, sprawling across three floors over 25,000 square feet.On level one visitors are greeted by some big names in art such as Keith Haring’s radiant figures, Jean-Michel Basquiat’s visceral canvases or Jeff Koons’ gleaming steel sculptures.These were bold, bright works which established Moco’s style of modern art quickly.
But it’s on the lowest level that guests will be taken into a world where digital art is king.Interactive installations and NFTs like Pulse Interactive’s Endless Realities, a mirrored environment, ask questions about art in relation to place within this context.Artists’ works are also on show across the upper level including KAWS, Tracey Emin and musician-turned-artist Robbie Williams as well as street-art legends JR, Banksy and Os Gemenos.Moco continues to bring forward the most significant contemporary artists of our time with the appearance of a large-scale sculpture by Takashi Murakami.
Museum experience are made approachable and educational through audio guides, staff-handed brochures, and wall texts that delve into the artists’ processes. But Moco wants to do more than just provide an educational and visual experience; it aims for an intimate relationship with art. While in Amsterdam and Barcelona 60% of the artworks are owned by the museum while the remaining 40% are from artists or private collectors, Logchies-Prins notes that a slightly different strategy was needed for the London location. Most works on show in London are on loan, with a significant outlay of around £15 million, including a 30-year lease. The loans often last for six months — a realistic solution to the substantial expenses of setting up the new site.
The Moco Museum continues to operate independently and relies only on ticket sales as income, despite these financial realities. Adults can enter in London for £19.90, while children under seven go free. There are several different membership levels available, costing between £50 and £5,000 each and coming with unique benefits such as free yearly admittance and exclusive use of the venue for events. Although there has been talk about opening a café, at present the museum has only a small shop selling books, postcards and other art-related items.
But beyond being merely another cultural mecca or even a symbol of daring hope within London’s artistic landscape Moco Museum London represents something else altogether. Logchies-Prins genuinely hopes that it will become the city’s leading cultural center. With its busy calendar of shows — including Marina Abramović’s forthcoming Healing Frequency which runs from 11 September until March 2025 — Moco is well placed to make indelible mark on London’s art scene.
Ultimately however Moco Museum London is not just about viewing art; it’s about immersing oneself in it pushing oneself to one’s limits sharing it with the world. This new addition to a city known for its rich history and ingenuity will undoubtedly inspire and provoke for years to come. It’s an invitation to connect with the creativity of our times.
image courtesy Moco Museum London
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