Moderna Museet
Moderna Museet is a Swedish government public authority and museum for modern and contemporary art, founded in 1958 in Stockholm, with a collection of ~140,000 works and a second site in Malmö. It serves families, schools, adult learners, corporate event clients, and art professionals through exhibitions, guided tours, a webshop, venue hire, and educational programs.
- Company typePrivate
- Founded1958
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Moderna Museet does
Moderna Museet is a Swedish government public authority (myndighet) and museum for modern and contemporary art, established in 1958 and headquartered on Skeppsholmen island in central Stockholm, with a secondary location in Malmö serving southern Sweden. The institution curates, preserves, and exhibits a permanent collection of approximately 140,000 works spanning modern and contemporary movements (including iconic pieces such as Robert Rauschenberg's Monogram), of which 92,066 works are accessible through its online Collection database (sis.modernamuseet.se). Its offerings include rotating temporary exhibitions (e.g., Brassaï, House of Nisaba, The Subterranean Sky), the Moderna Museet Shop webshop (3,000+ book titles and art merchandise), on-site restaurant and catering, venue hire for corporate and private events, audio guides, curator-led guided tours, and a tiered School Programs portfolio aligned with the Swedish national curriculum.
The museum monetizes through a diversified mix of pay-as-you-go admissions (170 SEK regular / 140 SEK reduced, with free entry under 18/19 and to Klubb Moderna members), recurring Klubb Moderna membership subscriptions, professional guided-tour fees (1,000–1,875 SEK per session with optional 500 SEK English-language supplement), webshop transactions, food and beverage sales, and B2B venue hire. Customer segments span families, preschool-through-high-school institutions, adult education students, corporate event clients, and art professionals, distributed through multi-channel GTM including the modernamuseet.se website, segment-specific email newsletters, Facebook/Instagram/YouTube organic social, press/earned media, teacher evenings, and self-serve online ticketing. Strategic positioning rests on its statutory mandate, non-replicable collection assets, international co-development partnerships (e.g., with Museo Nacional Centro de Arte Reina Sofía and Kunstmuseum Den Haag), and long-standing donor support from the Friends of Moderna Museet.
Moderna Museet firmographics
Firmographics- Name
- Moderna Museet
- Legal name
- Moderna Museet
- Website
- https://modernamuseet.se
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Moderna Museet is a Swedish government public authority and museum for modern and contemporary art, founded in 1958 in Stockholm, with a collection of ~140,000 works and a second site in Malmö. It serves families, schools, adult learners, corporate event clients, and art professionals through exhibitions, guided tours, a webshop, venue hire, and educational programs.
- Ownership category
- akta.pro rank
Moderna Museet industry classification
Industry- Product category
- Art Museum
- NAICS
- Museums (712110), Museums, Historical Sites, and Similar Institutions (712), Museums (71211)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Art Museums (THAJADAA)
- akta.pro secondary industries
- Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)
Keywords
Where Moderna Museet is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Moderna Museet business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- Admission tickets: Entry fees charged to visitors for museum access. Regular tickets at 170 SEK, reduced at 140 SEK, with free admission for under 18/19 and Klubb Moderna members.
- Museum shop: Sale of posters, art-related products, catalogues, and over 3000 book titles through the Moderna Museet Shop (webshop.modernamuseet.se).
- Food and beverage: Restaurant and catering services available at the museum premises.
- Venue hire: Rental of museum spaces for conferences, events, and private functions.
- Membership (Klubb Moderna): Annual membership program offering free admission and other benefits to members.
- Guided tours: Educational guided tours for schools, families, and adult groups at various price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Regular admission |
| Unit Pricing | Pay-as-you-go | Reduced admission |
| Unit Pricing | Pay-as-you-go | Group discount |
| Other | Pay-as-you-go | Free admission |
| Unit Pricing | Multi-year contract | School guided tour (1 hour) |
| Unit Pricing | Multi-year contract | School guided tour with workshop (2 hours) |
| Unit Pricing | Multi-year contract | Adult education guided tour (weekday) |
| Unit Pricing | Multi-year contract | Adult education guided tour (evening/weekend) |
| Unit Pricing | Multi-year contract | Language supplement |
Distribution channels5 records
Marketing channels8 records
Moderna Museet product offering
Product offeringCore offering
Moderna Museet is a museum for modern and contemporary art that collects, preserves, exhibits, and shares approximately 140,000 works through permanent collection displays and rotating temporary exhibitions at its Stockholm (Skeppsholmen) and Malmö locations. It sells admission tickets, museum memberships, art-related merchandise and books through an online webshop, offers guided tours and curriculum-aligned educational programs for schools and families, and rents museum spaces for corporate and private events. The institution is operated as a Swedish government public authority, with revenue supplemented by an on-site restaurant, venue hire, and digital access to the collection.
Product overview
Moderna Museet is a modern art museum offering a unified visitor experience across physical and digital channels. Its core offerings include the Collection database (140,000 works with 92,066 available online), rotating Exhibitions featuring Swedish and international modern and contemporary art, and educational School Programs. The museum also provides Audio Guides for enhanced visitor interpretation, Guided Tours led by curators and educators, and an e-commerce Shop platform. The digital presence centers on the collection search portal and ticketing systems, while physical offerings include exhibitions, restaurant services, and venue hire.
Differentiator
Problem solved
Functional benefit
Products and services
- Moderna Museet Collection (digital database) Digital collection database of approximately 140,000 works of modern and contemporary art, with 92,066 works accessible online, spanning surrealism, photography, and contemporary works for researchers, visitors, and art professionals.
- Exhibitions Rotating temporary and collection-based exhibitions of modern and contemporary art featuring Swedish and international artists, presented at the Stockholm (Skeppsholmen) and Malmö locations.
- Moderna Museet Shop (Webshop) Online retail platform offering posters, art-related products, design items, catalogues, and over 3,000 book titles for global online customers and on-site visitors.
- Klubb Moderna Membership Annual membership program offering free admission and additional benefits to members, including free admission for under 18/19 and member-only perks.
- Guided Tours Curator-led and educator-led tours of exhibitions and the permanent collection for families, schools, and adult education groups, available in multiple languages including Swedish and English.
- School Programs Structured educational programs including guided tours, workshops, teacher evenings, and teaching materials for preschool through upper secondary levels, covering surrealism, contemporary art, and Swedish art history aligned with the national curriculum.
- Audio Guide Digital audio guide service providing narrated stories and descriptions of artworks and exhibitions to enhance visitor interpretation and museum experience.
- Venue Hire Rental of museum spaces at the Skeppsholmen location for corporate conferences, receptions, and private events and celebrations.
- Restaurant and Food Services On-site restaurant and catering services offering food and beverages with waterfront views for museum visitors and event clients.
Companies that use Moderna Museet
Customer profileSegments5 records
Ideal customer profiles4 records
Moderna Museet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Moderna Museet partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Museo Nacional Centro de Arte Reina Sofía (Madrid)coreCo-development partnership for the Monir Shahroudy Farmanfarmaian exhibition. The exhibition was initiated by Moderna Museet and developed in collaboration with the Museo Nacional Centro de Arte Reina Sofía in Madrid, Spain.
- Kunstmuseum Den HaagcoreCo-development partnership for the Monir Shahroudy Farmanfarmaian exhibition. The exhibition was developed in collaboration with Kunstmuseum Den Haag in The Hague, Netherlands, alongside Museo Nacional Centro de Arte Reina Sofía.
- Friends of Moderna Museet (Moderna Museets Vänner)coreThe friend organization has donated more than 250 works to the collection since 1953, including Robert Rauschenberg's Monogram, which has become an emblem of the entire Museum. The organization provides ongoing support and acquisitions.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Moderna Museet competitors and assessment
Company assessmentDirect peers
- ARKEN Museum of Modern Art: Danish state-recognized modern art museum outside Copenhagen. Comparable in mission (modern and contemporary art), Nordic positioning, public funding model, and educational programming.
- Louisiana Museum of Modern Art: Denmark's leading modern art museum, similar in scope (modern and contemporary art collection, exhibitions, education, scenic location). Closest Nordic comparable on programming model, scale, and visitor mix.
- Astrup Fearnley Museum of Modern Art: Norway's principal private modern and contemporary art museum in Oslo. Comparable as a Nordic museum of modern art with significant corporate/private backing and blockbuster exhibitions.
- Bonniers Konsthall: Privately funded contemporary art venue in Stockholm operated by the Bonnier family. Comparable as a Stockholm-based contemporary art exhibition space with strong brand and educational programming.
- Nationalmuseum (Sweden): Sweden's national art museum, also state-funded and based in Stockholm. Directly comparable as a public-authority art museum serving the same Swedish audience with overlapping collection and educational programming.
Broad incumbents
- Centre Pompidou: French national modern art museum with a globally recognized collection and major touring exhibitions. Comparable on collection depth, public-authority governance, and international co-development partnerships.
- Tate Modern: One of the world's leading modern and contemporary art museums in London. Comparable in core mission and programming at a much larger global scale; useful benchmark for exhibition pipeline and visitor economics.
- Museum of Modern Art (MoMA): Global benchmark for modern art museums. Comparable in core function (collecting, preserving, exhibiting modern and contemporary art) at vastly larger scale and global reach.
Regional players
- Malmö Konsthall: Contemporary art gallery located in the same Swedish city as Moderna Museet's Malmö branch. Comparable as a publicly funded exhibition venue for modern and contemporary art, with overlapping programming and audience.
- Statens Museum for Kunst (SMK): Denmark's national art gallery in Copenhagen. Comparable as a state-run Nordic art institution with broad historical collection, public funding, education mandate, and gallery shop/venue operations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Moderna Museet social profiles
Digital presenceModerna Museet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moderna Museet leadership team
Management profileNumber of profiles
Profiles4 records
Moderna Museet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moderna Museet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moderna Museet
What does Moderna Museet do?
Moderna Museet is a museum for modern and contemporary art that collects, preserves, exhibits, and shares approximately 140,000 works through permanent collection displays and rotating temporary exhibitions at its Stockholm (Skeppsholmen) and Malmö locations. It sells admission tickets, museum memberships, art-related merchandise and books through an online webshop, offers guided tours and curriculum-aligned educational programs for schools and families, and rents museum spaces for corporate and private events. The institution is operated as a Swedish government public authority, with revenue supplemented by an on-site restaurant, venue hire, and digital access to the collection.
Is Moderna Museet a public or private company?
Moderna Museet is a private company. It is classified as state government owned and is currently operating.
When was Moderna Museet founded?
Moderna Museet was founded in 1958. It employs 101 to 250 people.
Where is Moderna Museet based?
Moderna Museet is headquartered in Stockholm, Sweden, in the Europe region.
How does Moderna Museet make money?
Six revenue lines are on record. Admission tickets are the primary driver. The others are museum shop, food and beverage, venue hire, membership (Klubb Moderna) and guided tours.
Who are Moderna Museet's main competitors?
Direct peers on record are ARKEN Museum of Modern Art, Louisiana Museum of Modern Art, Astrup Fearnley Museum of Modern Art, Bonniers Konsthall and Nationalmuseum (Sweden). Broad incumbents are Centre Pompidou, Tate Modern and Museum of Modern Art (MoMA). Regional players are Malmö Konsthall and Statens Museum for Kunst (SMK).
Does Moderna Museet have an API?
No public API is recorded for Moderna Museet.
What industry is Moderna Museet in?
Moderna Museet's product category is Art Museum. Its primary akta.pro industry code is THAJADAA, Art Museums, with a secondary code of THAHAAAG, Performing Arts & Cultural Event Venues (Theaters, Museums). Its NAICS code is 712110 and its SIC code is 7900.