Wrongshop at MoMa – Vicky Juel Ehrenreich

Wrong Shop at MoMa

Nathalie du Pasquier X Wrong Shop at MoMA

Art direction, graphic design, and content creation for The Wrong Shop featuring Natalie Du Pasquier, launched at the MoMA Design Store in New York. We visualised Natalie Du Pasquier’s universe in a playful and vibrant tone – capturing the spirit of her work through carefully curated color, composition, and atmosphere.

CLIENT

Wrongshop

INDUSTRY

Culture-exhibitions

LOCATION

Copenhagen/London/NY

SERVICES

Art Direction, Graphic Design, Social Media, Content Creation

YEAR

2021

CREDITS

Sebastian Wrong, Tanja Davoilia, Artist Nathalie du Pasquier

Color and graphic design as a statement

This campaign brings together three distinct voices: Natalie Du Pasquier, Wrong Shop, and the Museum of Modern Art.

The art direction centres on the interplay of rose and deep red tones, framing Du Pasquier’s best-selling posters, Caldo and Fredo. These hues act as spatial elements, surrounding the works, amplifying their rhythm, and extending their visual language. Drawing from Wrong Shop’s bold colour range, the palette is tailored to the artworks while aligning with MoMA’s graphic identity, creating a tension that is both warm and striking.

Three visual languages meet in one campaign unified through colour, composition, and a shared cultural confidence.

Sharing Content with the MoMA shop

The content was developed and designed by us, including a detailed content guide created specifically for the MoMA Design Store team in New York. Natalie Du Pasquier officially launched on their website as well, supported by the graphic content we produced for the presentation.

A handwritten note from Natalie Du Pasquier, amplified through bold graphic branding.

Art direction, led by Tanja Davolia, ensured the right setting for the visual narrative.

We presented Natalie’s work in both light and dark environments, captured in the Copenhagen restaurant Mangia, located in Vesterbro in Cpenhagen.