In Amsterdam in 2016, Kim Logchies Prins, alongside her husband Lionel Logchies, co-founded the Moco Museum, a bold initiative that has redefined the cultural landscape of contemporary art.
What began as a vision to bring art to the people has flourished into a global phenomenon, with Moco establishing locations in Amsterdam, Barcelona, and now London, where it recently opened a new space at Marble Arch near Oxford Street. Prins’s mission at Moco is to champion inclusivity by ensuring art is accessible to all. The museum creates a space where art connects, challenges, and inspires visitors from all walks of life.
Left: ’Thermopolae’ by Jean-Michel Basquiat, 1985
(Enamel, acrylic, wax crayon on wood. On loan from a private collection)
Right: ’To Repel Ghosts’ by Jean-Michel Basquiat, 1985
(Acrylic, oil, oil stick and Xerox collage on wood. On loan from a private collection)
Credits: Kit Oates
Courtesy of Moco Museum London
We had access to extraordinary artworks, often hidden away in private collections, and felt a deep responsibility to share these treasures with the world. Our greatest joy has always been creating spaces where people – specifically a younger generation – can experience and enjoy art as much as we do
Kim Logchies Prins
Kim’s journey in the art world began with the Lionel Gallery, which she and her husband owned in Amsterdam’s Spiegelstraat art district. The gallery attracted up to 1,000 visitors a day, inspiring her larger vision to bring art to even more people. Building on the Lionel Gallery’s success, Prins sought to create an even larger platform for sharing art with the world, leading to the creation of Moco Museum in 2016.
“We had access to extraordinary artworks, often hidden away in private collections, and felt a deep responsibility to share these treasures with the world,” Prins explains. “Our greatest joy has always been creating spaces where people – specifically a younger generation – can experience and enjoy art as much as we do.”
This year, Moco Museum expanded to the UK, opening a new space at Marble Arch. With its signature pink branding and eye-catching presence at the corner of Marble Arch, Moco’s London location draws in passersby with its energy and accessibility.
Inside, the museum reflects the welcoming atmosphere and unconventional curatorial style of its Amsterdam and Barcelona counterparts with curated works from icons like Andy Warhol, Banksy, Jean-Michel Basquiat, Marina Abramović, Yayoi Kusama, KAWS, Jeff Koons, Keith Haring, Damien Hirst, Studio Irma and many others.
Moco stands out in a city with cultural institutions by seamlessly blending the past with the present. From digital installations and NFTs to iconic street art, the museum taps into the zeitgeist of contemporary creativity, ensuring its program remains relevant and engaging.
With over five million visitors at its new London location, the Moco Museum brand continues to grow while staying true to Prins’s vision. For Prins, art’s greatest strength lies in its ability to bridge divides, reflecting and inspiring the world in equal measure—a vision that Moco embodies at every step.
Your career journey, from the Lionel Gallery to the Moco Museum, highlights a commitment to making art accessible to everyone. What motivated your transition from managing a renowned gallery to establishing Moco as a space for a broader, younger audience?
Kim Logchies Prins: Years ago, when my husband and I owned a gallery, we were fortunate to welcome a wonderfully diverse audience, including many young visitors—sometimes as many as a thousand in a single day. People genuinely appreciated the thought and care we put into our curation. We had access to extraordinary artworks, often hidden away in private collections, and felt a deep responsibility to share these treasures with the world. Our greatest joy has always been creating spaces where people – specifically a younger generation – can experience and enjoy art as much as we do.
Oil paintings and bronze sculpture at Moco Museum Barcelona
Courtesy of Moco Museum Barcelona
© Moco Museum
Moco’s mission emphasises challenging norms and championing truth through art. How do you balance this bold curatorial vision with the practicalities of running an internationally recognised museum?
Kim Logchies Prins: Each Moco locations me and my team curate has its own distinct character. Some rooms are filled with uplifting works; others are playful and designed to bring laughter. I always ensure there’s room for art that challenges perceptions and inspires new ways of thinking about society. Visitors often arrive looking for answers, and through the diverse visions presented, they find opportunities to shape their own truths.
Courtesy of Moco Museum London
© Moco Museum
Your curatorial process is often described as passionate and intuitive. Can you share a moment where this instinct-driven approach led to a transformative or unexpected result in one of your exhibitions?
Kim Logchies Prins: I recognized early on that Banksy was our generation’s Andy Warhol. At the time, the art establishment didn’t acknowledge him as such, but I instinctively knew he was destined for greatness. Years later, his Girl with the Balloonwas voted the most important artwork in Great Britain. Similarly, I was the first to champion Robbie Williams as a museum artist. His work is raw, vulnerable, and deeply honest, resonating on so many levels. Taking risks like these often feels like dancing with momentum—it’s about trusting your intuition to guide bold decisions.
Moco Museum Barcelona
Courtesy of Moco Museum Barcelona
© Moco Museum
Building on that question, what types of art or artists do you personally enjoy collecting, and how does your personal taste influence Moco’s exhibitions or acquisitions?
Kim Logchies Prins: What we exhibit at the Moco Museum is often a reflection of my personal collection. My family—my husband and children—have profoundly influenced my curatorial choices. That personal connection gives our exhibitions a unique intimacy, making them more meaningful.
With over 5 million visitors to date, Moco Museum has resonated deeply with a global audience. What strategies or philosophies do you attribute to its widespread appeal?
Kim Logchies Prins: We never anticipated having so many visitors, but I believe our success comes from several factors. With 25 years of experience in the art world, we’ve seen countless works and have always chosen pieces that truly resonate with us. We’re also incredibly fortunate to have the support of extraordinary artists and collectors who share our vision.
Moco Museum Marble Arch London
Courtesy of Moco Museum London
© Moco Museum
Moco’s exhibitions often integrate digital and interactive elements. How do you see technology shaping the future of art curation, and what challenges have you faced in implementing these innovations?
Kim Logchies Prins: Digital art is an exciting medium that’s here to stay. Many of the artists I work with grew up seeing computers as their closest companions. Their ability to merge technology with creativity opens up entirely new perspectives, and we always ensure there’s room at Moco for these visionary pieces.
Courtesy of Moco Museum London
© Moco Museum
In featuring artists like Banksy, Yayoi Kusama, and Marina Abramović, Moco has spotlighted works that engage with contemporary social and political issues. How do you decide which voices and themes deserve to be showcased?
Kim Logchies Prins: Curation is a blend of planning and serendipity. I collaborate closely with artists, letting their insights shape the exhibitions. For instance, in our current solo exhibition with Marina Abramović ‘Healing Frequency’, we explored our mutual facination of spirituality. The result was an interactive experience that perfectly inaugurated our London museum.
I’m also deeply committed to amplifying female artists and am already working with an extraordinary woman for a 2026 solo show. Mental health, another vital topic, has also been a recurring theme in our exhibitions.
Courtesy of Moco Museum Barcelona
© Moco Museum
Moco Museum has expanded from Amsterdam to Barcelona and now London. How do the unique cultural and artistic identities of these cities shape the design and content of their museum spaces?
Kim Logchies Prins: In each city, we aim to work with local artists, tailoring the experience to reflect the community. London is particularly exciting because so many of our favorite artists call it home.
Your exhibitions often feature artists whose works challenge conventional boundaries, such as Banksy, Andy Warhol, and others. How do you ensure Moco remains a space where these provocations are accessible yet impactful for diverse audiences?
Kim Logchies Prins: Every artwork has its own story and message, waiting for the right moment to connect with a viewer. That dynamic, almost serendipitous relationship between art and its audience is what makes curation so fulfilling.
Moco Museum Marble Arch London
Courtesy of Moco Museum London
© Moco Museum
The Moco Museum embraces non-traditional formats, including Europe’s first dedicated NFT exhibition. What inspired you to explore the digital art and NFT space, and how do you envision it shaping Moco’s future?
Kim Logchies Prins: NFTs and digital art represent a beautiful fusion of technical skill and creative vision. Artists who excel in this space are not only innovative but also future-oriented. At Moco, we will always dedicate space to this groundbreaking medium.
Are there any emerging artists who have recently caught your eye and might be added to Moco’s collection or featured in future exhibitions?
Kim Logchies Prins: These days, much of my time is focused on planning future exhibitions with renowned artists. Currently there’s one special and deeply personal project in the works, but for now, I’m keeping it a secret!
Courtesy of Moco Museum Barcelona
© Moco Museum
As Moco continues to evolve, what legacy do you hope it will leave in the art world, for both established institutions and the next generation of curators, artists, and enthusiasts?
Kim Logchies Prins: Art has the power to inspire new ways of thinking, sparking visions for a better, more sustainable, and compassionate world. That’s what I hope to contribute through Moco.
Throughout your career, you have likely visited countless exhibitions and experienced numerous artworks. What has been the most memorable for you, and why did it resonate so deeply?
Kim Logchies Prins: One of my greatest inspirations is the Teeter-Totter Wall by Rael San Fratello—a powerful yet playful protest that embodies everything Moco stands for. Banksy’s Media at War is another deeply poignant work that serves as a reminder of what needs to change in society. On a personal level, certain artworks have profoundly moved me. Mother Earth by Prune at Château La Coste felt like a healing rebirth, while encountering a great Richter can often bring me to tears. These moments transcend logic; they are pure emotion.
Moco Museum Marble Arch London
© Moco Museum
Finally, what is your philosophy of art in your career and as a guiding principle in your life? How has it shaped the way you approach your work and your connection to the art world?
Kim Logchies Prins: As a society, we are evolving, leaving outdated principles behind. Art provides the vision and hope we need to navigate these transitions. I’m committed to using Moco as a platform to accelerate that journey.
For the latest updates on Moco Museum or to book tickets for a visit to Moco Museum London, please click the links below.
©2024 Kim Logchies Prins, Moco Museum
Len is a curator and a contributing writer at Art Plugged, a platform for contemporary art; he also engages in web development, design, and marketing.
