The 2014 Holiday Gift Membership was designed by The Principals for the New Museum, in a limited production of 150, and is available in
Standard Individual ($75), Standard Dual ($115),
Deluxe ($405), and Premium levels ($1005).

The pinwheel, a symbol of opportunity and luck, was chosen to celebrate the seventh anniversary of the New Museum’s building at 235 Bowery.

We cannot guarantee arrival by post before December 24. Holiday Gift Memberships are readily available in the New Museum Store or at the Visitor Services Desk.

The Principals
was selected to design the 2014 Holiday Gift Membership for the New Museum.
The studio is a member of NEW INC, the first museum-led incubator, a shared workspace and
professional development program designed to support creative practitioners working in the
areas of art, technology, and design. Conceived by the New Museum in 2013, the incubator is a
not-for-profit platform that furthers the Museum’s ongoing commitment to new art and new ideas.
Established in 2011 by an architect, an industrial designer, and a master craftsman, The Principals
was founded with the goal to unite seemingly connected yet ultimately disparate facets of
architecture, fabrication, and industrial design. With facilities in both NEW INC and Greenpoint,
Brooklyn, the studio's focus ranges from product design to sensor-driven robotic installations
to architectural environments, each with the ultimate ambition of expanding our understanding
of the built realm without abandoning its history.
The studio works with a wide variety of clients, designing spaces for clothing brands Everlane,
AYR, Bonobos, NOMIA, and KARA; pavilions for concert venues such as Bonnaroo and the Hudson
Music Project; and interactive installations for MoMA PS1 and the Ace Hotel—even a flask for
Areaware (recently awarded Best in Show at NY Now). The Principals has been widely published
in architectural and design journals in Germany, France, Thailand, Serbia, and Italy, as well as
domestically in the New York Times, Metropolis magazine, the Huffington Post, Bloomberg
Businessweek, and Fast Company, among others.



A collaboration with Rafael de Cardenas / Architecture at Large.


Architecture at Large presents scents often found on the streets of the Bowery passing by the many food carts, laundromats, and coffee shops. The air fresheners create a visceral olfactory reminder of the New Museum’s neighborhood.

Three unique scents, each in the form of the museum’s iconic silhouette, means the Bowery is only a sniff away.


Rafael de Cardenas | Architecture at Large is a seasoned resource for design vision and execution focused on architecture, residential and commercial interiors, furniture,and integrated objects. Founded in New York’s Chinatown in 2006 the firm’s work favors the strategic over the thematic, the cosmopolitan over the typological and the atmospheric over the static.


Available at Standard Individual ($65), Standard Dual ($105), Deluxe ($405) and Premium ($1005) levels.

Thank you for your support! Please select a Membership level below to become a new Member or renew an existing Membership. To give a membership as a gift, be sure to check the box at the bottom of the page and enter the giftee’s information.

Membership benefits for one adult plus Lucky 7 Pinwheel

Membership benefits plus Lucky 7 Pinwheel

Membership benefits plus Lucky 7 Pinwheel

Membership benefits plus Lucky 7 Pinwheel

Reasons for joining: