Zip Up and Down

The Fall Campaign for MoMa called The Zip offers a fresh approach to presenting it’s modern and contemporary art collection. Shapes moving along the grid allow audiences to peek into new works. By zipping down, they appreciate new work and by zipping up, they add the work to their own collections.

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MoMA’s incorporated elements are brighter colors, careful cropping, and a strong grid system. The shape was simplified into a triangle and a grid system was created using figures. Taking advantage of the fact that the inside and outside of the zipper can be changed freely, various artworks are shown along the movements of the zipper.

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