Nearly 7,000 miles aside but more and more in dialogue, Seoul and New York have simply tightened their cultural axis with the arrival of the MoMA Bookstore at Hyundai Card. The brand new outpost marks the Museum of Trendy Artwork’s first bookstore of its type (past guide sections as a part of its Design Shops) and extends its two-decade collaboration with the Hyundai Motor Firm-owned bank card issuer, which started in 2006 when MoMA’s on-line retailer was made accessible in South Korea.
Introducing MoMA Bookstore at Hyundai Card, Seoul
(Picture credit score: Courtesy of Hyundai Card)
The partnership has since developed into a sturdy cultural alternate. In 2010, MoMA launched membership advantages for Hyundai Card holders, which later supported headline exhibitions corresponding to ‘Haegue Yang: Handles’ (2019) and ‘Sung Hwan Kim: Mood Clay’ (2021). Most just lately, the Hyundai Card Curatorial Alternate Programme (2024) was inaugurated to foster cross-continental dialogue between Korean and American artwork communities, whereas the Hyundai Card MoMA Digital Wall (2025) commissions site-specific works by up to date artists, displayed in actual time each at MoMA New York and at Hyundai Card’s Yeouido HQ.
(Picture credit score: Courtesy of Hyundai Card)
(Picture credit score: Courtesy of Hyundai Card)
Set within the leafy enclave of Dosan Park, the bookstore aligns itself with Hyundai Card’s constellation of cultural areas, such because the Cooking Library, Iron & Wooden and Red11. The elongated inside unfurls in two acts: a pared-back library of over 1,100 titles – together with MoMA’s personal catalogues and greater than 200 books spanning up to date artwork, images, structure, and design – and a boldly hued retail chamber in shades of orange and yellow. Right here, cabinets brim with the museum’s cult merchandise: the ever-present tote, New Period caps, varsity-style sweaters, and limited-edition design objects.
(Picture credit score: Courtesy of Hyundai Card)
(Picture credit score: Courtesy of Hyundai Card)
Anchoring the guide choice are heavyweight tomes. Wallpaper* recommends Judd, providing an incisive examine of American artist Donald Judd’s apply, or a retrospective on photographer and photojournalist, Walker Evans.
The MoMA Bookstore at Hyundai Card is situated at 18-10 Dosan-daero 45-gil, Gangnam District, Seoul, South Korea.
Supply: Wallpaper
