In the historic heart of Barcelona, along the emblematic Carrer Montcada, stands one of the city’s most remarkable cultural success stories of recent years: the Moco Museum. Unlike traditional institutions that often struggle to connect with younger audiences, Moco has managed to become a vibrant hub for contemporary art in just three years, rivalling the prestige of the Picasso Museum and MACBA.
A Mission to Make Art Accessible
Founded as the Modern & Contemporary Art Museum, Moco was born with a clear goal — to make elite art more accessible to everyone. Its collection spans from modern masters to cutting-edge digital works, featuring iconic names such as Andy Warhol, Keith Haring, Banksy, Jean-Michel Basquiat, Yayoi Kusama, Damien Hirst and Salvador Dalí.
One of its standout attractions is an immersive digital art room, designed by Studio Irma, where visitors can explore certified digital artworks that are reshaping the global collecting scene. The museum’s very name, Moco (a blend of “modern” and “contemporary”), reflects its mission. As the founders admit with a smile, the word may sound quirky in some languages, but that quirkiness makes it unforgettable.
From a Small Gallery to an International Museum
Behind Moco are Dutch entrepreneurs Kim Logchies-Prins and her husband Lionel Logchies. Their story began over two decades ago with a modest gallery in Amsterdam. “We started in 1999, working with both Dutch and international artists. We travelled the world looking for exceptional works, always trying to bring something new and exciting to our public,” recalls Kim, now curator and brand director, while Lionel serves as CEO.
The turning point came when their gallery began attracting more than a thousand visitors a day. Many came not to buy but simply to enjoy art. “That’s when we realised it was time to change our approach: stop selling art and start showing it. That was the beginning of Moco,” says Kim.
Their first museum opened in Amsterdam in 2016, drawing more than 3 million visitors. From there, they expanded to Barcelona in 2021, and most recently, to London’s Marble Arch.
Barcelona’s Role in the “Triangle of Happiness”
Choosing Barcelona was no accident. “We’ve always felt great affection for the city. A friend told us about a space on Carrer Montcada and the moment we entered, we fell in love,” Kim recalls. The founders describe the synergy between Dutch and Spanish culture as “harmonious and natural”, making their expansion seamless.
Today, Moco’s Amsterdam, Barcelona and London sites form what the couple call their “triangle of happiness” — three cities working in harmony with aligned branding and programming.
Barcelona has developed its own strong local identity, hosting exhibitions by artists like Guillermo Lorca and even pop star Robbie Williams. For the Logchies, this is only the beginning: “Three years is still just the start. We’re eager to carry out more creative projects here and collaborate with local partners.”
A Self-Financed Model — and Tough Choices
Unlike most museums, Moco is entirely self-financed, relying on ticket sales rather than government subsidies. This independence allows for agility and risk-taking. But it has also required sacrifice.
During the pandemic, the founders sold a Banksy piece from their personal collection to avoid laying off staff. “It’s something I’ll never forget. Being an entrepreneur is about making hard decisions, and in that moment, keeping our team together was the priority,” Kim explains.
The Pink Identity and Youth Appeal
Another signature of Moco is its striking bubble-gum pink branding. The colour choice came by chance when a pink Banksy piece was used in the museum’s first billboard campaign. The shade stuck and became part of Moco’s DNA.
That boldness resonates with younger generations. Kim insists their success with youth wasn’t calculated: “We curate what we’re passionate about and what feels relevant globally. What you see at Moco is our personal journey through art. Young people connected with that instantly.”
When the Obamas Came to Visit
Perhaps the most surreal moment in Moco’s journey came in Barcelona. “We were celebrating King’s Day in Amsterdam when we got a call saying Barack and Michelle Obama wanted to visit the museum,” Kim remembers. That same night, they flew to Spain, only to find the streets outside Moco blocked as the Obamas, along with Steven Spielberg and his wife, arrived. “It was surreal and unforgettable,” she says.
A Cultural Force in Barcelona
Three years after opening, Moco has firmly established itself as a must-see cultural destination in Barcelona. With half a million visitors in its first year and growing international recognition, the museum has proven that private initiatives can not only survive but thrive in a competitive cultural landscape.
As Kim puts it: “Three years is only the beginning. We’re just getting started.”
