New Museum | New Voices / ICNCLST

In 2018, ICNCLST entered an exclusive partnership with the New Museum Store, and created a program called “New Voices” — an initiative to bring new editions, products, and experiences forged between artists, designers, and brands to the new Museum Store. The ultimate goal of the project was to drive traffic to museum store through authentic collaborations between brands and artists — and perhaps entice a younger audience to visit the museum — for the first time.

The program ended up consisting of five different executions, spanning from Q&A’s with creators and artists to a museum inspired pop-up vintage store.

Following fashion brand Rochambeau and artist Aaron Curry’s beautiful fashion collaboration, their co-created capsule was augmented and adapted — and brought to the New Museum to correlate with NYFW. On a special evening during NYFW, Avery Dennison produced a product customization experience in the museum’s lobby, leveraging the Rochambeau and Aaron Curry designed graphics as a customization palate for visitors to use on blank Rochambeau product.

Around the same time — in a lighter touch, purely retail execution — ICNCLST invited Daniel Arsham to release a portion of one of his editones at the New Museum Store; through this execution, Arsham released a limited number of his “Future Relic: Sand Circle” pieces at the New Museum Store.

In the summer of 2018, ICNCLST curated a “shop within shop” pop-up by vintage clothing impresarios Procell at the New Museum Store. Vintage museum, artist exhibition, and pure artist-designed tees and clothing were sold in the museum store for a limited time, engaging customers with commercial art artifacts of the 20th century. Artist KRINK also offered a limited run of his K-60 and K-75 Paint Markers at the museum store during this time.

Later that summer, The Sky Room at the New Museum played host for the fifth execution. Following the Les Benjamins / Puma collection launch — whose brand lookbook and video was shot by 13thWitness, Les Benjamins founder Bunyamin Aydin and 13thWitness ran a Q&A with visitors in the museum’s auditorium, sharing details of the recent campaign and personal insights.