Moderna Museet

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.

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

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

• Modern art museum
• Contemporary art exhibitions
• Art education programs
• Museum venue hire
• Digital art collection

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. 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.
2. Museum shop: Sale of posters, art-related products, catalogues, and over 3000 book titles through the Moderna Museet Shop (webshop.modernamuseet.se).
3. Food and beverage: Restaurant and catering services available at the museum premises.
4. Venue hire: Rental of museum spaces for conferences, events, and private functions.
5. Membership (Klubb Moderna): Annual membership program offering free admission and other benefits to members.
6. Guided tours: Educational guided tours for schools, families, and adult groups at various price points.

Pricing tiers

Distribution channels5 records

Marketing channels8 records

Core 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.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Museo Nacional Centro de Arte Reina Sofía (Madrid)coreStrategic or Co-development Partner · 3 October 2026Co-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 HaagcoreStrategic or Co-development Partner · 3 October 2026Co-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)coreStrategic or Co-development PartnerThe 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

Direct 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

• YouTubeyoutube.com/modernamuseetchannel
• Facebookfacebook.com/ModernaMuseet
• Instagraminstagram.com/modernamuseet
• Xx.com/modernamuseet

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moderna Museet