The MoMA bookstore lands in Seoul with Hyundai Card
The world’s first MoMA bookstore opens its doors in South Korea, blending art, design, and sensory experience in an unprecedented space.
At a time when cultural experiences are increasingly shifting to the digital realm, Hyundai Card is defying the trend, betting instead on the transformative power of physical space. Its latest collaboration with New York’s Museum of Modern Art (MoMA) has given rise to a groundbreaking project: the world’s first MoMA bookstore, located in Seoul, dedicated exclusively to official publications and products from the iconic museum.
This new space not only celebrates a partnership spanning nearly two decades between the two institutions, but also stands as a statement on the role of design, architecture, and culture in shaping urban identity.
A shared vision: design, community and global culture
The idea to create a MoMA bookstore in Seoul wasn’t incidental. It originated directly from Ted Chung, CEO of Hyundai Card, who envisioned a space completely different from the traditional MoMA Design Stores. The result is a pioneering bookstore that embodies the long-standing trust and collaboration established between both institutions since 2006.
For almost 20 years, Hyundai Card has been a strategic partner for MoMA in Korea, overseeing the operation of its online store and producing high-impact exhibitions such as Tim Burton, YAP (Young Architects Program) and Pervasive Light. It has also championed initiatives including the Design Library, the Art Library, the Digital Wall, and the Curatorial Exchange Programme.
The opening of this new bookstore is not merely an extension of that collaboration – it marks a new phase in their joint strategy to bring contemporary art to an ever-growing audience.
A space designed to be experienced
Designed by Hyundai Card’s in-house team, the bookstore’s interior is as central to the experience as its content. The MoMA Bookstore is divided into two main zones: one housing over 1,100 copies of 200 different MoMA publications, and another offering a carefully curated selection of MoMA Design Store products.
The aim is clear: to provide an immersive experience. Many of the books, with bold covers and vibrant design, are displayed as though they were works of art.
Moreover, the space features digital content related to current exhibitions at MoMA New York, physically connecting Korean visitors to the American institution.
A trendsetting location
Situated near Dosan Park – one of Seoul’s most sophisticated and creative districts – the MoMA Bookstore is part of a broader cultural ecosystem thoughtfully cultivated by Hyundai Card. Nearby, you’ll find other iconic Hyundai Card venues such as the Cooking Library, Red11, and IRON & WOOD (a golf training studio), all designed to offer exclusive experiences through design and content.
This strategy of urban intervention has transformed areas like Dosan Park and Itaewon into true Hyundai Card districts – lifestyle hubs and cultural landmarks in their own right.
An experience for all audiences
The MoMA Bookstore is not intended solely for art connoisseurs or professional designers. Its concept is inclusive and diverse. As Hyundai Card explains:
“The MoMA Bookstore at Hyundai Card welcomes art lovers, design enthusiasts, and anyone in search of a meaningful aesthetic experience. It’s an inclusive space that allows people to explore art in various ways and at their own pace.”
This approach aligns with the company’s broader mission: to create memorable experiences tailored to contemporary lifestyles.
In this sense, the bookstore acts as a gateway to art and design for new audiences, contributing to the development of a more diverse and culturally engaged public.
A long-term vision: culture as a brand driver
The visit of Christopher Cherix, the new Director of MoMA, to Hyundai Card’s headquarters and the new bookstore marked a symbolic milestone.
It was his first international trip as Director – and he chose Korea to witness first-hand the evolution of this strategic relationship.
“The fact that MoMA’s new Director chose Hyundai Card for his first international visit highlights the significance this collaboration holds for the museum.”
This gesture reflects Hyundai Card’s pioneering approach to working with cultural institutions. Far from being a conventional sponsor, the company has championed experimental initiatives, curatorial content, and proposals that transcend the commercial to fully inhabit the cultural sphere.
“The MoMA Bookstore at Hyundai Card, allows visitors to explore art in different ways and at their own pace.”
Hyundai Card as an urban cultural laboratory
This project raises an intriguing question: why would a credit card company invest in bookstores, libraries, bars, or cooking studios?
The answer lies in the brand’s philosophy. Hyundai Card doesn’t simply offer financial products – it acts as a catalyst for culture and lifestyle. Every space it creates becomes a physical extension of that vision, a way to shape the urban environment and enrich people’s everyday lives.
The MoMA Bookstore in Seoul is, ultimately, another key piece in a cultural ecosystem where design, architecture, and art converge to create meaningful experiences.
(*) Photos courtesy of MoMA Bookstore at Hyundai Card.
