Deep Focus

Abstract Expressionist New York iPad App

The Challenge

The Museum of Modern Art challenged Deep Focus with a big question: how should this leading institution make its first move on what is sure to become one of the most important platforms for fine art: the iPad.

The Idea

Deep Focus envisioned a simple, elegant, powerful and highly useful application for MoMA. To make a huge entrance into the iPad market, we wanted to create the first highly interactive and socially enabled fine art coffee table book.

Utilizing and celebrating MoMA’s highly-anticipated and quintessential Abstract Expressionist New York exhibit – a seminal exhibit in which MoMA owned every single piece of artwork and had hours of footage and material – we would launch MoMA’s official app with a focused and interesting purpose. The app we would use the magazine publishing model of releasing new content – in this case, exhibits – using the framework we developed for AbExNy in future app updates, creating lifelong fans of MoMA’s work.

The Outcome

The resulting app is a charming, elegant app that undeniably emulates the feel and aesthetic of the MoMA on a platform that at times can feel anything but beautiful.

Intended to help users enjoy the exhibit remotely, prepare to view the exhibit, or relive the exhibit after viewing, this app included:

  • Tools to browse by year, artist, bookmarks, audio, or “most liked.”
  • Video, essays, author biographies and educational content demystify the movement.
  • A browsable map and social features including integrated Twitter and Facebook tools
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The app launched to enormous success. It earned over 10,000 downloads in its first week and created significant buzz across Twitter. Lauded in The New York Times, PCMag, and countless art, culture and education blogs, the App quickly became the most downloaded app in its category in the Apple App Store.