The Museum’s Counterintuitive Move: Why MoMA’s Joy of Making Pop-Up Is More Than Just Crafts
In a world where digital screens dominate every waking moment, the Museum of Modern Art (MoMA) has taken a bold—and refreshingly analog—step. On May 29, they launched the Joy of Making Pop-Up, a summer-long initiative across their Soho, Midtown, and online stores. But this isn’t your typical museum gift shop expansion. It’s a deliberate rebellion against the digital overload that defines modern life.
What makes this particularly fascinating is the timing. In an era where museums are racing to digitize their collections and engage audiences online, MoMA is doubling down on the tactile. Karen Hong, MoMA’s product manager for kids and technology, puts it bluntly: ‘People are doomscrolling instead of creating.’ This isn’t just a critique of our screen-obsessed culture; it’s a call to action. The pop-up offers everything from jewelry-making kits to DIY cardboard projects, positioning crafting as the antidote to digital fatigue.
The Psychology of Making: Why Hands-On Creativity Matters
Personally, I think the genius of Joy of Making lies in its simplicity. It’s not about selling products; it’s about selling an experience. In a world where instant gratification is the norm, the act of creating something by hand feels almost revolutionary. Hong emphasizes that the kits are designed for ‘all ages, starting at four years old,’ and include everything you need—no extra purchases required. This accessibility is key. It removes the barriers that often keep people from trying something new, whether it’s fear of failure or lack of resources.
But what many people don’t realize is that this initiative taps into something deeper: the human need for connection. When you’re crafting, you’re not just making an object; you’re engaging with yourself. It’s a form of mindfulness, a way to slow down and focus on the present moment. In my opinion, this is what makes Joy of Making so timely. It’s not just about combating screen addiction; it’s about reclaiming a sense of agency in a world that often feels out of control.
Curated Creativity: How MoMA Blurs the Line Between Art and Craft
One thing that immediately stands out is the curation process behind the pop-up. The same team that selects the art for MoMA’s exhibitions also approves every item in the Joy of Making collection. This raises a deeper question: What constitutes art? By elevating crafting supplies to the level of museum-worthy products, MoMA is challenging traditional hierarchies. A detail that I find especially interesting is their focus on ‘innovative and sustainable design.’ It’s not just about making something; it’s about making something that matters.
This approach also aligns with MoMA’s educational mission. Samantha Krupnick, assistant director for retail brand and partner marketing, notes that ‘Joy of Making is about constantly learning and growing.’ What this really suggests is that creativity isn’t a fixed skill—it’s a practice. By offering workshops and accessible kits, MoMA is democratizing art, making it something anyone can engage with, regardless of skill level.
The Bigger Picture: What Joy of Making Says About Our Cultural Moment
If you take a step back and think about it, Joy of Making is a symptom of a larger trend. In recent years, there’s been a resurgence of interest in analog hobbies—knitting, pottery, even film photography. People are craving experiences that feel tangible, authentic, and unfiltered. MoMA’s pop-up isn’t just capitalizing on this trend; it’s amplifying it.
But here’s where it gets interesting: All proceeds from Joy of Making go toward funding MoMA’s exhibitions and conservation efforts. This isn’t just a retail strategy; it’s a sustainability model. By selling crafting kits, MoMA is essentially crowdfunding its own mission. What this really suggests is that museums can—and should—think beyond traditional revenue streams.
Final Thoughts: Is Joy of Making the Future of Museums?
In my opinion, Joy of Making is a blueprint for how cultural institutions can stay relevant in the 21st century. It’s not enough to preserve art; museums need to inspire it. By encouraging visitors to become creators, MoMA is redefining what it means to engage with art.
But here’s the provocative part: What if this is just the beginning? Imagine museums becoming hubs for hands-on learning, where visitors don’t just observe but participate. From my perspective, that’s the future of cultural institutions—not as passive repositories of the past, but as active catalysts for creativity.
So, the next time you find yourself doomscrolling, maybe take a cue from MoMA. Pick up a kit, make something, and remember: art isn’t just something you look at. It’s something you do.
Joy of Making Pop-Up is open until August 30 at 81 Spring Street in Soho and 44 W 53rd St in Midtown.
