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Gestalten - "Julia Hoffmann: Disclosing MoMA's Identity" | Video

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Julia Hoffman, Creative Director of the Museum of Modern Art's (MoMA) advertising and graphic design department, sees it as her job to make sure that the blurring of the line between art and design stops at the entrance to the New York museum. While it is important to promote and inspire art, MoMA recognizes that their design should not steal the spotlight from the true stars of the show: the art itself. However, that doesn't mean Julia and her team cannot have fun. And in working with the likes of Tim Burton and dozens of other artists every year, it's almost impossible not to once the perfect design theme idea presents itself. As Julia explains, design ideas can easily build on themselves, but its important to keep the idea in check and understand their limitations and their role in the art world. MoMA's identity, therefore, is an evolving one that ebbs and flows with the art they show. And that's just how it should be. Learn more about their approach and Julia's role in defining MoMA's identity in this interview, produced by Gestalten, after the jump.