THE THINKING
Most gallery visits end the same way - in the gift shop, picking up a postcard of the world-famous artwork everyone recognises. A familiar ritual that reinforces the idea that great art is whatever’s most well-known.

THE IDEA
See Something You’ve Never Seen:
Turning the most familiar part of the gallery visit, the gift shop, into a celebration of everything you won’t see on the walls of Heide MOMA.

EXECUTION
We created a series of limited-edition postcards and bags, with a social campaign to match, featuring the world’s most iconic artworks; Starry Night, Mona Lisa, Girl with a Pearl Earring. Each one a work that will proudly never hang at Heide.