Marketing the MoMA with Picasso

The image of five naked women are being plastered all over New York City's subway station.

It's not by graffiti artists or random vandals, but by the marketing team of the Museum of Modern Art hoping to capture the attention of New Yorkers. Located on 53rd street between fifth and sixth avenue in Manhattan, the museum is making an effort to transform its image as only a tourist fixture. MoMA employees, in conjunction with the MTA, is displaying Picasso's "Les Demoiselles d'Avignon" (1907) as well as works as many other contemporary artists like Cindy Sherman, Marlene Dumas, Hopper, O'Keefe and Matisse.

By the end of this six week art campaign, beginning in the Atlantic Avenue and Pacific Street subway stations in Brooklyn, Moma officials are hoping that New Yorkers will be more interested in frequenting the museum and buying museum memberships. Kim Mitchell, the museum's chief communications officer tells, "The whole city is important to MoMA, and this station just seemed to be a good to start the experiment."