Hyundai Card has announced the opening of MoMA Bookstore at Hyundai Card on September 9 as part of its collaboration with The Museum of Modern Art (MoMA).
The bookstore, located in Seoul’s Dosan Park area near other Hyundai Card-branded spaces, is a dedicated space solely for MoMA Publications. It will feature more than 1,100 copies of over 200 titles, including exhibition catalogues and books on art, design, and architecture, alongside merchandise from MoMA’s Design Store.
According to the company, the space is intended for both general consumers and art professionals, with spatial design by Hyundai Card contributing to what it describes as an artistic experience in itself.
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Hyundai Card’s partnership with MoMA dates back to 2006, beginning with the exclusive operation of MoMA’s Online Store in Korea. An official partnership was signed in 2010, expanding to initiatives such as the MoMA Pass, sponsorship of exhibitions, support for Hyundai Card’s Design and Art Libraries, the Hyundai Card MoMA Digital Wall, and the Hyundai Card Curatorial Exchange Program.
The idea for the new bookstore originated with Ted Chung, CEO of Hyundai Card, who envisioned the world’s first MoMA Bookstore in Seoul. Unlike MoMA Design Stores in other countries, the space is a bookstore concept not previously established elsewhere.
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In 2024, Hyundai Card and MoMA jointly launched a new phase of their partnership with The Hyundai Card Curatorial Exchange Program. The program focuses on increasing exchange and further research between MoMA curators and local Korean curators. The program creates opportunities for MoMA curators and curatorial affairs staff to travel to Korea to gain a deeper understanding and awareness of Korean art and artists.
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Simultaneously, Hyundai Card also supports the Hyundai Card Exchange Visitor Program, a new position for a curator with expertise in Korean art to work at MoMA for a year on exhibitions and special programs.