Inside Amazon Prime’s Museum of Modern Love Pop-Up

What does love look like?

The Museum of Modern Love (MoML) offers an interactive experience of modern love through a free, limited pop-up in New York tied to the premiere of the Amazon Prime series Modern Love on Oct. 18.

More brands and shows are getting into the experiential marketing game, and museum-esque pop-ups are a growing part of that. Lovers from all kinds of relationships—romantic, familial, friendly, self—can confess their love, write their name on a family tree and get their hair touched up before taking an aura portrait, a photo that captures a person’s essence. Amazon hopes to tap into emotions, even vulnerability.

Anne Hathway stars in Modern Love.
Dianna McDougall for Adweek

“I hope people feel inclined to open up,” said Elisabeth Daniels, global partnerships and events, Amazon Originals. “We want people to share. It’s an intimate and personal experience while also bringing the themes of Modern Love to life.”

The eight-part series is based on stories from The New York Times’ Modern Love column, which is celebrating its 15th anniversary this year. With about 750 stories so far, the column spawned a podcast featuring celebrity voices and an anthology. Longtime editor Daniel Jones said another producer tried to make it into a TV series a few years ago, but the timing and tone worked this time for Prime. Each episode is inspired by a true story and stars actors such as Anne Hathaway, Dev Patel, Emmy Rossum, Tina Fey and John Slattery. For Jones, the popularity of the column turned franchise signifies a deep hunger for human connection.

“It blows my mind,” Jones said. “It’s really gratifying. I feel like the time is ripe now for true human stories about people caring for each other.”

The Museum of Modern Love is presented by Amazon Studios in partnership with Invisible North. Take a look around:

The family tree is one interactive station.
Dianna McDougall

Modern Love premieres October 18 on Amazon Prime.

Participants can get their hair done and aura portrait taken.
Dianna McDougall

The pop-up features eight areas for each episode.
Dianna McDougall

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