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The official inauguration may be set for 10 September, but London's latest private museum has already welcomed visitors in the heart of the city. The Moco Museum London, dedicated to modern and contemporary art, marks the third branch of an institution with existing locations in Amsterdam and Barcelona. This museum particularly targets 18- to 35-year-olds seeking unique art experiences and Instagram-worthy moments.
The brainchild of Dutch former gallerists Kim Logchies-Prins and Lionel Logchies, the idea for a paid museum originated after the success of their commercial space, the now-closed Lionel Gallery. "It was so popular that we had around 1,000 visitors a day at its peak," Logchies-Prins reminisces.
With over 25 years in the art world and numerous contacts with artists and collectors, Logchies-Prins is excited to share her knowledge and the art with a broader audience. The first Moco museum, launched in Amsterdam in 2016, was followed by another in Barcelona in 2020. With approximately five million visitors across these two locations, the founders hope to attract at least 300,000 visitors to the London venue in its first full year.
Situated at a prominent corner at Marble Arch, the 25,000 sq. ft space spans three floors. The ground floor features works by iconic artists such as Jeff Koons, Jean-Michel Basquiat, Andy Warhol, and Keith Haring. Upon entry, visitors are greeted by two of Koons' sculptures—a mirrored steel "balloon" piece and the wall painting "Balloon Venus" and notable works such as "Dolphin Taz Trashcan" (2007) and "Monkeys (Ladder)" (2003).
The lower floor showcases digital artworks, a selection of NFTs, and a mirrored immersive installation called Endless Realities by Pulse Interactive. The top floor features pieces by KAWS, Tracey Emin, and musician-turned-artist Robbie Williams, along with other recognized street artists including JR, Banksy, and Os Gemenos. A large-scale piece by Takashi Murakami is also displayed. Informational wall texts, an audio guide, and leaflets handed out by the staff offer insights into the artists and their practices.
In the Amsterdam and Barcelona museums, around 60% of the works belong to Moco, with 15% directly sourced from the artists and the rest on loan from private collectors. "These pieces would just be in storage otherwise," Logchies-Prins explains, adding that loan periods generally last six months and none of the artworks are for sale.
The London museum operates differently, requiring substantial investment—around £15 million. This includes the 30-year lease (breakable after five years) and installation costs. Therefore, a greater proportion—about 65%—of the artworks on display are on loan.
Logchies-Prins states that Moco Museum operates without external investment; ticket sales entirely fund the venture. In London, adult tickets are priced at £19.90, and entry is free for children under seven. Memberships range from £50 to £5,000, offering benefits from annual free entry to exclusive use of the venue for events. Additionally, the museum houses a shop selling books, postcards, and art-related merchandise. Though there is no café currently, Logchies-Prins hasn’t ruled out adding one in the future.
"I want this to be an art hub for London," she emphasizes. The next exhibition, "Healing Frequency" by Marina Abramović, opens on 11 September and will feature the piece "Chair for Human Use" (2015), running until 11 March 2025.
