Moco Museum

What Moco Museum does

Moco Museum is an independent contemporary art museum that operates three physical venues in Amsterdam (Villa Alsberg, Museumplein, founded 2016), Barcelona (Palau Cervelló, El Born), and London (Marble Arch, opened 2023). The museum is legally organized as Moco Amsterdam B.V., a Dutch private limited company founded and operated by co-founders Kim Logchies and Lionel. Moco curates and exhibits modern, contemporary, and digital art, featuring works by blue-chip artists such as Banksy, Andy Warhol, Jean-Michel Basquiat, Keith Haring, Yayoi Kusama, KAWS, Jeff Koons, and Damien Hirst, alongside immersive digital installations by artists including Studio Irma, Six N. Five, and Beeple.

The museum monetizes through a diversified revenue stack: timed-entry and flex admission tickets (€13.95–€28.90 depending on city and product), a four-tier annual membership program (Pastel Pink £50, Rose Quartz £250, Pink Satin £5,000, Rosé £10,000+), private event rentals of historic venues for corporate clients (up to ~500 guests), guided expert tours and multilingual audio guides, and on-site plus online retail. Distribution is direct-to-consumer via mocomuseum.com and tickets.mocomuseum.com, augmented by third-party platforms (Tiqets, Go City, Casa Batlló bundles, Heineken Experience bundles, Iamsterdam card) and a multilingual website spanning eight languages. The company has welcomed 6M+ visitors from 120+ nationalities and pursues brand collaborations with Netflix, Budweiser, Uniqlo, and Ace & Tate.

Moco's strategic positioning is that of an accessible, anti-elitist contemporary art brand — explicitly contrasting with traditional high-cost institutions — targeting tourists, families, school groups, and corporate event clients across Western Europe's top cultural tourism corridors. The business model combines high-volume ticket revenue with growing recurring membership and event verticals, supported by organic social media, PR-driven earned media, and lifestyle brand partnerships.

Name

Moco Museum

Legal name

Moco Amsterdam B.V.

Website

https://mocomuseum.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Moco Museum is an independent contemporary art museum operating three venues in Amsterdam, Barcelona, and London that exhibits modern, contemporary, and immersive digital art by globally recognized artists, serving tourists, families, school groups, and corporate event clients.

Ownership category

akta.pro rank

Product category

Contemporary Art Museum

NAICS

Museums (71211), Museums (712110), Arts, Entertainment, and Recreation (71)

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), Museum, Zoo & Attraction Gift Shops (CRALAJAG), Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF)

Keywords

• Contemporary art museum
• Modern art exhibitions
• Immersive art experiences
• Art museum admissions
• Museum memberships

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Admission tickets: Visitors purchase timed-entry or flex tickets to access museum exhibitions across Amsterdam, Barcelona, and London locations. Ticket prices vary by time slot, day, and location, with online booking offering discounts over walk-up pricing.
2. Membership subscriptions: Annual memberships at four tiers (Pastel Pink £50, Rose Quartz £250, Pink Satin £5,000, Rosé £10,000+) provide unlimited access, discounts, and exclusive perks. Memberships represent a recurring revenue stream with tiered pricing for individuals, families, and corporate clients.
3. Museum store (retail): On-site museum shops sell branded merchandise, art prints, posters, and catalogues. Products can also be purchased online through the webshop.
4. Private event rentals: Moco rents out its venues (Villa Alsberg in Amsterdam, Palau Cervelló in Barcelona, Marble Arch in London) for private events including corporate events, dinners, receptions, and concerts, accommodating groups up to approximately 500 people.
5. Guided tours and audio guides: Paid add-ons including audio guides (€5 supplement in Barcelona) and exclusive expert-led private tours (€100 supplement, up to 8 persons) enhance the visitor experience and generate additional per-transaction revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Moco Museum is an independent modern and contemporary art museum that sells timed-entry admission tickets, annual memberships, and paid add-on experiences (audio guides, expert-led tours) across three venues in Amsterdam, Barcelona, and London. It exhibits works by globally recognized artists (Banksy, Warhol, Basquiat, Haring, Kusama) alongside immersive digital installations, and supplements ticket revenue with private event venue hire, school and group educational visits, and branded merchandise.

Product overview

Moco Museum is an independent modern and contemporary art museum with three locations in Amsterdam, Barcelona, and London. The museum offers a unified visitor experience centered on its core product: general admission tickets with timed entry, supplemented by flexible and priority ticket options. Premium add-on modules include Early Access experiences with optional audio guides and guided tours, while subscription memberships (Pastel Pink, Rose Quartz, Pink Satin, and Rosé) provide tiered benefits including unlimited access, guest privileges, and VIP perks. Educational services encompass school and student visits with discounted rates, while group visits and private event hosting leverage the museum's historic venues. Ancillary offerings include audio guides in multiple languages, expert art tours, bike tours, and a gift shop.

Differentiator

Problem solved

Functional benefit

Brands

• Moco Membership: Annual membership program with tiers including Pastel Pink (£50/year), Rose Quartz (£250/year), Pink Satin (£5,000/year), and Rosé (£10,000+/year) offering unlimited museum access, priority entry, discounts, and exclusive events.
• Moco

Products and services

• Museum Admission Tickets

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• NetflixminorGTM or Marketing PartnerMoco Museum has collaborated with Netflix on brand partnerships and cross-promotional activities, aligning with Netflix's arts and culture programming.
• BudweiserminorGTM or Marketing PartnerMoco Museum has collaborated with Budweiser on brand partnerships, integrating the brand within Moco's cultural and event programming.
• UniqlominorGTM or Marketing PartnerMoco Museum has partnered with Uniqlo for brand collaborations, likely involving co-branded merchandise or promotional activations.
• Ace & TateminorGTM or Marketing PartnerMoco Museum has collaborated with eyewear brand Ace & Tate, integrating the brand within Moco's cultural ecosystem and events.
• TiqetscoreChannel Partner/ Reseller/ DistributorTiqets serves as a primary third-party ticketing platform for Moco Museum Barcelona, offering skip-the-line bundled tickets combining Casa Batlló entry with Moco Museum access.
• Go City passcoreChannel Partner/ Reseller/ DistributorGo City pass includes Moco Museum Barcelona in its city pass offerings, providing pass holders with discounted or bundled entry to Moco.
• Casa BatllócoreGTM or Marketing PartnerA combined ticket bundles standard entry to Casa Batlló with skip-the-line access to Moco Museum Barcelona, cross-promoting two major Barcelona attractions.
• Iamsterdam cardminorChannel Partner/ Reseller/ DistributorIamsterdam city pass holders receive complimentary entry to Moco Museum Amsterdam (with advance time-slot reservation), providing free access for cardholders.
• BounceminorStrategic or Co-development PartnerBounce provides luggage storage near Moco Museum Barcelona. Moco offers visitors a 10% discount on Bounce reservations using code EXPLOREMOCO, enhancing the visitor experience.
• Heineken ExperienceminorGTM or Marketing PartnerCombined ticket offering entry to Heineken Experience and Moco Museum Amsterdam, pairing Amsterdam's beer heritage with contemporary art.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Madame Tussauds: Madame Tussauds operates tourist-anchored ticketed attraction venues across global cities including Amsterdam and London. Comparable in tourist footfall, ticketed-experience model, and premium-locations positioning, though content differs.
• Stedelijk Museum Amsterdam: Stedelijk Museum is Amsterdam's leading museum of modern and contemporary art, located steps from Moco on Museumplein. A direct Amsterdam-market incumbent in the same modern/contemporary category.
• ICA London: The Institute of Contemporary Arts in London presents contemporary art exhibitions, film, and performance. A broader institutional incumbent in the same contemporary art space in Moco's London market.

Direct peers

• Fotografiska: Fotografiska operates contemporary photography and art museums in Stockholm, Tallinn, Berlin, and New York, with a hospitality-anchored membership and events model. Comparable independent contemporary art venue with event and F&B revenue streams.
• Meow Wolf: Meow Wolf builds permanent immersive art installations combining contemporary and digital art with narrative experiences. Closest US analogue to Moco's experiential contemporary art positioning.
• teamLab: teamLab operates immersive digital art museums globally (Tokyo Borderless, Planets, and multiple international franchises). It is the most direct comparable to Moco's immersive digital art installations and 'Instagram-worthy' experiential positioning.
• ARTECHOUSE: ARTECHOUSE operates digital and immersive art exhibition spaces in NYC, DC, Miami, and beyond. Comparable model of ticketed immersive digital art experiences targeting tourist and local audiences.
• Frameless: Frameless is London's largest immersive art experience, projecting works by canonical artists in a ticketed venue. Direct London-market competitor with the same immersive-classical-art crossover model.

Emerging players

• Color Factory: Color Factory runs immersive, Instagram-oriented art installations in NYC, SF, Houston, and Chicago. Comparable in monetizing immersive experiences targeted at social media-savvy visitors.
• Museum of Ice Cream: Museum of Ice Cream pioneered the Instagram-first experiential museum format with multiple US locations. Comparable in audience (tourists, families, social media-driven) and ticketed-experience business model, though content focus differs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mocomuseum
• Instagraminstagram.com/mocomuseum
• LinkedInlinkedin.com/company/moco-museum

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Moco Museum