The Museum of Modern Art's Design Store in SoHo has officially reopened following an extensive renovation by Brooklyn-based Peterson Rich Office. The project, which concluded on September 27, 2025, transformed the 6,600-square-foot retail space while preserving and celebrating the building's 19th-century industrial heritage at 81 Spring Street.
Built in 1884, the historic cast iron and masonry building underwent careful restoration to return it to its original footprint. The renovation re-centered the circulation pattern and opened up interior views from Spring Street, creating a stronger connection between the store and the bustling SoHo neighborhood. Lead architects Miriam Peterson and Nathan Rich emphasized their goal of creating a contemporary framework that embraces what they call the "19th-century messiness" of the historic structure.
Speaking at a preview event, Nathan Rich outlined the project's three main objectives. "We got a wonderful brief from MoMA," Rich explained. "The first goal was to create a meaningful dialogue between the Design Store and this historic building. The second was to connect with the public, literally bringing the street in. And the third was to showcase the products themselves in special ways."
The renovation focused heavily on revealing the building's authentic architectural details that had been hidden over the decades. Layers of later alterations were carefully stripped away to expose original cast iron columns, brickwork, and portions of the historic tin ceiling. The architects relocated the entrance to its original center position based on archival drawings and research.
"What we love about working in older buildings is peeling back the layers," explained Miriam Peterson. "The ceiling had been dropped, columns were covered, and the facade was blocked off. One of the first things we did was reveal the brick and arches and look at archival drawings to relocate the entrance to its original center position."
The building's facade underwent a significant transformation as well. Previously painted in a muddy brown color called "Afternoon Tea," the exterior was restored to black with approval from the New York City Landmarks Commission. Peterson noted that this subtle change dramatically reframed the interior view from the street, creating a stronger visual frame through which passersby can view the store while better harmonizing with the masonry context of the surrounding neighborhood.
Inside the renovated space, the architects implemented a flexible system of contemporary display elements that complement the historic architecture. Perforated steel shelving finished in MoMA's signature blue serves as a versatile backdrop for products, while vitrines and movable islands create rhythm and variety throughout the space. The lower level features casters that allow the area to be cleared for talks, presentations, and community gatherings.
A new perimeter shelving system designed by Rareraw, a Korean family business making its U.S. debut, integrates sophisticated lighting into a versatile display framework. The architects emphasized the importance of adaptability and the ability to tell stories through the retail environment. "Everything here was made by brilliant creators," Rich described. "The store itself should help tell those stories – signage, displays, and layout all work to feature the products in meaningful ways."
The renovation successfully balances reverence for the building's industrial heritage with the precision and functionality required of a modern retail environment. Exposed tin ceilings and rough masonry textures create striking contrasts with crisp steel shelving and carefully controlled lighting systems. "We embraced the messiness of the old building and saw it as part of the palette that directly engages with the new products," Peterson noted.
The reopened windows and re-centered entry point reinforce the crucial link between the store and the streetscape, creating transparency that draws the public inside. This connection extends to the north wall, which now serves as home to MoMA's rotating Modern Mural program. The opening installation features "LOVE NYC" by contemporary artist Nina Chanel Abney, which echoes SoHo's vibrant urban fabric while referencing pieces from MoMA's permanent collection.
"The mural announces from the moment you walk in that this is MoMA," Peterson explained. "It frames the threshold between street and store, reinforcing the connection between the Design Store and the museum." The artwork functions as both an interior focal point for shoppers and a street-facing canvas that engages pedestrians passing by on Spring Street.
The MoMA Design Store renovation represents a thoughtful approach to adaptive reuse in one of New York's most historically significant neighborhoods. By stripping away decades of alterations and revealing the building's original character, Peterson Rich Office has created a retail environment that honors both the past and present while providing a flexible framework for showcasing contemporary design objects.
The project's completion comes shortly after MoMA opened a new bookstore location in Seoul, South Korea. The Korean outpost is located in the Dosan Park area of Gangnam, the rapidly developing neighborhood south of the Han River that has become an iconic destination for international visitors and local residents alike.
