WAC Resources

MoMA Postcard, by MoMA (United States, 2023)

Blockchain Use Cases for Museums
MoMA Postcard represents the Museum of Modern Art's innovative foray into collaborative creativity, leveraging blockchain technology to engage visitors in interactive and playful experiences. Building upon MoMA's previous ventures into web3 development, such as its collaboration with artist Refik Anadol, the Postcard project marks a significant step forward in MoMA's exploration of digital art and audience engagement.
Artistic Concept and Execution

MoMA Postcard serves as an interactive platform for visitors to co-create digital postcards using blockchain technology. Unlike traditional souvenirs, MoMA Postcard immerses participants in the underlying web3 technology stack, offering a hands-on experience in a fun and engaging manner. Visitors can scan a QR code to access a blank postcard, where they collaboratively color stamp-sized pixels to form an image. Each stamp bears the creator's signature and location, tracing the postcard's journey as it travels from person to person.
User Experience and Engagement

MoMA Postcard prioritizes user interaction and community engagement throughout its journey. Participants are seamlessly guided through the creative process, with each step designed to introduce them to various blockchain technologies. The platform fosters a sense of community through group chats, where participants share prompts, discuss their locations, and plan the postcard's next destination. By gradually introducing concepts and functionalities, MoMA ensures that users of all backgrounds can actively participate and contribute to the collaborative experience.
Aesthetics and Inspirations

The project draws inspiration from early net art and the concept of "social sculpture," embodying Joseph Beuys's vision of art as a catalyst for human coordination. With its chunky pixel style and decentralized approach, MoMA Postcard transforms digital creation into a communal endeavor, echoing the ethos of Ray Johnson's New York Correspondence School. The project's aesthetic choices and metaphorical narrative underscore its commitment to exploring the intersection of art, technology, and social dynamics.

Introducing Audiences to the Technology Stack

MoMA Postcard serves as an educational tool for introducing participants to the blockchain technology stack. Through simplified explanations and interactive interfaces, users gain insights into IPFS for image storage, the Tezos blockchain for NFT minting, and smart contracts for interaction management. By demystifying complex concepts and providing clear explanations, MoMA empowers participants to explore blockchain technology with confidence and curiosity.
Challenges and Responsibilities

While MoMA Postcard facilitates secondary market activities through NFTs, the project prioritizes community engagement over financialization. Participants are encouraged to co-create and share their postcards within a collaborative framework, rather than focusing solely on profit generation. However, MoMA acknowledges the need for responsible communication and user guidance, especially concerning market dynamics and financial implications. By maintaining transparency and emphasizing educational objectives, MoMA navigates the evolving landscape of blockchain technology with integrity and accountability.

MoMA Postcard exemplifies MoMA's commitment to innovation and audience engagement in the digital age. By blending artistic creativity with blockchain technology, MoMA fosters a dynamic ecosystem of collaboration and exploration. Through interactive experiences and community-driven initiatives, MoMA continues to push the boundaries of digital art and redefine the museum experience for the 21st century.