Ever wondered what happens to everyday objects after they’re discarded? The MODO Museo del Objeto del Objeto gives these forgotten items a new life. We are standing before a place dedicated to preserving and showcasing design and communications history.
The MODO Museo del Objeto del Objeto is Mexico City’s first museum dedicated to design and communications. It opened its doors in 2010. Bruno Newman, a passionate collector, amassed over 30000 items, starting back in 1810. For over 40 years he gathered commercial packaging, advertisements and graphic arts. He also collected common devices and other everyday objects.
Newman’s collecting journey began at age 13. He was fascinated by his uncle’s stamp collection. He bought five toiletry containers at La Lagunilla Market. They were of the Pompei brand from France, made in 1910. When he displayed them, people were drawn to them. Newman then expanded to shaving supplies and advertisements. He acquired items that others overlooked. His collection eventually filled his house, office, and three warehouses.
The MODO foundation promotes design and communication in Mexico. The museum analyzes its collection using design and communication principles. It supports collectors of everyday objects. The MODO believes these items tell stories. It encourages their study and arrangement. The museum rescues design and communication items from being discarded. 1980s sneakers and 1970s skateboards find a home here.
The building itself is a work of art. The MODO is housed in one of Mexico City’s few remaining Art Nouveau buildings. Built in 1906, it briefly served as Newman’s residence. Its location is on Colima Street in Colonia Roma. This area is known for its art galleries, restaurants and bars.
Inside the MODO, the permanent collection is divided into 37 sections. These sections are based on themes like soda bottles, cigarettes and music. You can also find stationery, printing material and pharmaceuticals. Clothing and textiles are also represented here. The museum displays only a portion of its vast collection at a time. Items rotate in themed exhibits. One early exhibit showcased 3200 pieces. It was entitled Nostalgia for the Ordinary.
The MODO also features temporary exhibits. These include artwork. Carlos Aguirre’s “ODA a la Mujer” featured phrases from the Cancionero Picot songbook series. The lyrics were chosen to expose misogyny. Collection of Collections highlighted “urban collecting”. The museum believes everyday objects reveal much about Mexican society.
The MODO complex has “love locks” fences. Couples hang locks with their names on them, inspired by similar displays in Florence and Paris. This tradition began on Valentine’s Day 2011. The museum invited couples to express their love. This practice is part of the “Moccia phenomenon”.
La Gunilla Editores is the MODO’s publishing branch. It researches and publishes materials on design and communications. The MODO’s gift shop supports young Mexican designers. It sells products based on the museum’s collection and exhibits. The museum also hosts workshops, seminars, and conferences. These events promote design and communication. The MODO is more than just a museum. It’s a cultural center. It fosters the exchange of ideas and research in communication and design.