Founded in 1976, MoMA PS1 emerged as a gathering place for artists and audiences seeking experimental forms of expression. Part of the Alternative Space movement which repurposed abandoned urban spaces into sites for artistic collaboration, what was once a public school has since hosted landmark cultural moments: from the inaugural 100 Rooms to its seasonal summer Warm Up series and ongoing survey of living artists in Greater New York.

Approaching its 50th anniversary, MoMA PS1 looked toward the future with the goal of attracting new audiences in Queens and increasing annual visits to 300K by 2030, supported by free admission for all. Facing growing competition from art institutions and entertainment hotspots, our challenge was to create a brand platform and campaign that could connect with new audiences, while clarifying its offering under a singular, resonant message.

Surveying the landscape, a key insight emerged: as third places continue to disappear in New York City, the need for accessible cultural gathering spaces has never been greater. Third places are pivotal sites for exchanging ideas, defining art movements, and sparking social change. With its long legacy of fostering experimentation and community, MoMA PS1 was uniquely suited to fill this role.

Enter PS1 IS YOUR PLACE. Your place to explore, to gather, to dance, to create, and to discover something unexpected. Your place for Greater New York and for Warm Up, for James Turrell and Kelsey Lu, for what’s now and what’s next. PS1 IS YOUR PLACE is a bold declaration of MoMA PS1's role in culture, an invitation to world-renowned artists and first-time visitors, and an adaptable messaging framework to communicate all of the exhibitions, performances, educational programs, and community initiatives happening at the space.

To bring the platform to life, we pushed the boundaries of the existing identity to reflect MoMA PS1’s experimental spirit and to create a wider range of expression. The logo is featured prominently across applications, often rotated to reflect the institution’s alternative perspective and to encourage audiences to see things differently. PS1 Slab, an existing typeface designed by Berton Hasebe, is one of the institution’s most distinctive assets, and its bold, confident quality made it the perfect medium for our message. We paired this with an expanded color palette which embraced the institution’s vibrant and welcoming character, helping PS1 stake its claim as the best place to spend a day with family, an inspired afternoon alone, or a sweaty night out with friends.

What began as an alternative space for emerging ideas is now one of the world's leading centers for contemporary culture. PS1 IS YOUR PLACE establishes that legacy for decades to come, reasserting the role the institution has always played as a place to make your own.