Moco Museum, founded by Kim and Lionel Logchies, has become a significant cultural landmark since its inception in Amsterdam in 2016. Renowned for its innovative exhibitions featuring iconic artists like Banksy and Warhol, the museum has expanded to Barcelona and will soon open in London, reflecting its mission to make art accessible and engaging for a broad audience.
hube: Can you tell us what inspired you to establish the Moco Museum and what drove your decision to focus on modern and contemporary art?
Lionel Logchies & Kim Logchies: We have been gallery owners for 20 years in the Netherlands and regularly see over 1,000 visitors a day. Our visitors were often young people who travelled across the country to see the art but couldn’t necessarily afford to buy it. We saw this as a way to share our passion and make a broader impact. Starting our own museum in Amsterdam felt like the next logical step, allowing us to create immersive experiences and share modern and contemporary art with a wider audience. MoCo stands for Modern Contemporary, reflecting our love for both. Lionel leans more towards modern art, while I’m drawn to ultra-contemporary works, even those that feel like they come from the future. This dynamic keeps our collection fresh and forward-thinking. We now have two locations in Amsterdam and Barcelona, and this summer we will open our biggest location in the heart of London.
h: Moco Museum is known for exhibiting works by iconic artists like Banksy, Jean-Michel Basquiat, and Andy Warhol. As founders of a museum that celebrates modern and contemporary art, how do you define the boundary between artistic expression and societal responsibility? What considerations guide your curation and exhibition choices in this regard?
LL&KL: We curate with our visitors in mind, knowing they have limited time to experience our exhibitions and a majority are first-time museum visitors. We focus on pieces that resonate, that evoke emotion and that have a certain energy. Every piece we select has a unique voice and we aim to create a balanced experience with works that are both visually stunning and thought-provoking. We believe art has a responsibility to challenge, inspire and even provoke. Our exhibitions often include works that encourage reflection on current societal issues, such as Robbie Williams’ first solo show addressing mental health, while also showcasing artists who are shaping the art world today. We are also committed to diversifying our collection, adding more female artists and artists from underrepresented backgrounds.
h: As you’ve mentioned, art has the power to challenge norms, champion truth, and question the world around us. How do you perceive the connection between art’s role and broader ethical discussions, as well as its contribution to the pursuit of truth and comprehension?
LL&KL: Artists have the freedom to express themselves authentically, without the constraints that other creative industries might face. This liberty allows them to communicate messages that are raw and unfiltered. We believe art has the power to stretch our perceptions, challenging our opinions and beliefs. By presenting a range of visions and ideas, visitors can find the messages that resonate with them. Art can be a mirror that reflects society’s truths and a catalyst for social change. The more art you see, the more open you become to different perspectives, which ultimately fosters a greater sense of empathy and understanding.
h: With locations in Amsterdam, Barcelona and the upcoming opening in London, what factors do you consider when choosing the venues for the Moco Museum? Do you focus on cultural significance and certain artistic hubs?
KL: Our starting point is always the building itself and the city it is in. We look for cities we love and buildings that inspire us. In Barcelona, we found a unique space during the pandemic, and it just felt right. Our third location could have been in Paris or London, as we love both cities. In London, we found a building that met our needs, and we already had strong connections in the UK, as we work with so many UK-based artists. We aim to choose locations that are culturally vibrant and resonate with our mission. However, space is always a challenge—no matter how large the venue, we often find it too small for the artwork to breathe and other projects we want to showcase. I guess we are always craving more!
h: The Moco Museum embraces the voice of street art, which often serves as a platform for social commentary and activism. How do you navigate the tension between art as a form of expression and the societal norms it may challenge or critique?
LL&KL: Moco Museum has a street-level approach. We don’t have investors, allowing us to operate independently and respond quickly to changing trends. This independence gives us the flexibility to include pieces that might challenge societal norms or critique the status quo. Street art has become increasingly important for this reason – it is democratic and speaks directly to the people. We believe in providing space for art that has a message, but it’s equally important that the work is well-executed and visually compelling. The combination of artistic quality and meaningful commentary is what makes street and other forms of activist art so powerful.
h: Could you tell us about some of the challenges you’ve faced in establishing and running Moco Museum, and how you’ve overcome them?
LL&KL: Time and space are our biggest challenges. We have so many projects and ideas, and it can be challenging to fit everything into our schedule; one only has so many hours. In London, the floor size is four times as big as our location in Amsterdam, but we still find it a struggle to accommodate everything we want to do. Luckily, we work with experienced experts and great colleagues to help manage the workload and bring structure to our operations. The right team can make the impossible possible, and that’s what we’re building at Moco.
h: Philanthropy is a core aspect of Moco Museum’s mission, supporting charities such as Movement On The Ground and Aidsfonds. How do you integrate philanthropy into the museum’s operations and values?
KL: Philanthropy is integral to our mission. I used to be a therapist, so I understand the importance of giving back. At Moco, we use our profits to acquire new artworks, continuously expanding our collection. We’re always on the lookout for pieces that we’d like to share with the public. But we also believe in giving back to the community when it matters most. Recently, during an event for the Princess Máxima Center, a children’s hospital based in the Netherlands, Moco donated a Damien Hirst work to drive funding for new equipment that could help cure cancer in children. When faced with a choice like that, the decision is simple: sometimes it’s more important to invest in a cause that can have a direct impact. We can hold off on acquiring new art when there’s a greater need.
h: What do you hope visitors take away from their experience at Moco Museum?
LL&KL: Our goal is to make art accessible to everyone. Just as you can’t say you don’t like music because there’s always a song that speaks to you, it is the same with art – there’s always art that can touch you. We want visitors to feel included in the art world and leave with a sense of inspiration. When your heart is touched, you start living a little differently – more connected to your passions and desires. Ultimately, we want to spark that emotional connection and help people see art as a pathway to deeper understanding and personal growth.
h: Looking ahead, what are some exciting developments or future plans for Moco Museum that you’re particularly excited about?
LL&KL: We’re thrilled about the future. The opening of our London location this summer is a significant milestone. We’re also exploring new ways to integrate digital and interactive elements into our exhibitions, allowing visitors to engage with art in innovative ways. Our goal is to keep Moco at the forefront of contemporary art, creating experiences that resonate with audiences of all ages. In addition, we’re working on exciting projects that combine fashion, charity, and art as a form of healing. It’s all about exploring new ways to innovate and inspire.
Photography courtesy of KIM AND LIONEL LOGCHIES
