Bonnie Mackay was responsible for creative, merchandising and marketing for the MoMA Store’s popular Destination: Design series. Each Destination: Design event focused on a specific country or region and showcased emerging designers and design themes in a MoMA-exclusive product collection. The series was a highly successful tool for driving incremental consumer interest, traffic and sales outside of the usual product seasons.
Each Destination: Design event consisted of a 75-125 sku product collection sourced directly from the featured region and supported by custom graphic treatments, multichannel marketing outreach, and special events. Most products offered were never before available in the U.S.
Destination: Design collections focused on Finland, Denmark, Buenos Aires, Berlin, Japan, Seoul, Brazil, Portugal, Istanbul, and Mexico, and usually involved partnerships with local arts, culture and/or government organizations. These sometimes developed into long-lasting relationships benefiting MoMA and its development initiatives.