The New Museum

The Bowery Classifieds

When the New Museum moved from the Upper East Side to the Bowery, the neighborhood was nothing like the Bowery you see today. There were no boutiques, no fancy restaurants, and decidedly no galleries.

The things around the new New Museum were as important — arguably more so — than the things inside it. The weird restaurant supply stores. The industrial chair factories. The discount jewelers. The bakeries. The methadone clinic.

So we created a series of classifieds print ads for the New Museum that advertised everything but the New Museum.