When you visit the New Museum, something immediately jumps out at you: it's kind of awful. But that's fine. The thing that makes The New Museum cool isn't the stuff inside, it's all the stuff around it.
The weird restaurant supply stores. The industrial chair factories. The discount jewelers. And the random sprinkling of designer boutiques and fancy ass restaurants amongst them.
So we created this series of classified print ads for the New Museum that advertised pretty much everything but the New Museum.