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The following is written from the perspective of someone with enjoys a bit of contemporary art now and then, rather than a properly seasoned art critic who knows all the right buzzwords.
What is the Moco Museum? A museum of Mocos? What are Mocos?
Honestly, I wasn't sure either. I tried to work it out. "Museum of Contemporary Objects?" "Museum of Cultural Oddities?" "Michelle Obama's Cantankerous Ocelot Museum?". At least two of those would be a fair description, but actually the Moco stands for "Modern Contemporary", which feels like a bit of a tautology, but apparently it's not.
You'll find it directly opposite Marble Arch, pretty much where they used to hang criminals.
Sum the place up in 10 monosyllabic words
Lots of bright art things from names you've heard of.
How does it differ from, say, Tate Modern or the Saatchi Gallery?
The collection is much more tightly focused, with only one or two works from any given artist (in most cases). Moco's collection is drawn almost entirely from household-names, rather than championing lesser-known talent.
With a good dollop of interactivity and the encouragement to take selfies, the place feels like a halfway house between a traditional white-wall gallery, and those modern "immersive" art attractions like (nearby) Frameless, or Tottenham Court Road's Outernet. There's also the price (see below).
Why is it here?
Moco Museum isn't an entirely new thing. The travelling arts fan might have encountered sibling Mocos in Amsterdam and Barcelona (which their website helpfully tells us are cities in The Netherlands and Spain). A venue in London (United Kingdom) seems like the logical next step. Marble Arch is a cracking place to plonk it, convenient for, yet aloof from, the Serpentine Gallery and countless small galleries of Mayfair, and right next to a tube station.
What can I expect from a visit?
The 'museum' is arranged over three floors. The entrance level is a showcase of big names. A Warhol here, a Hirst there, a Koons hither and a Basquiat thither. It's an oddly male line-up, save for Yayoi Kusama — whose shiny metal spheres you might have admired outside Liverpool Street Elizabeth line.
The basement level is more playful and — gosh I hate to say it again — immersive. The absolute highlight for most people will be Daan van Hasselt's infinity room of mirrors, pulsing lights and low-hum music. Moco might as well plaster the walls with "Film your TikTok video here"... although that would trash the effect. Here, too, you'll find various superior works of digital and video art, including a short film called "Species" by Six N. Five, which imposes geometric shapes onto footage of the natural world. I liked this.
The top floor is billed as Moco's Contemporary Masters, and features such luminaries as Tracey Emin, KAWS, Julian Opie and the omnipresent Banksy. (The gallery doesn't mention it, but one of his "in the wild" artworks can be found almost in sight of the windows, down beside Marble Arch.) It is in this gallery I learn that Robbie Williams is a "contemporary master" and not just a superannuated pop star. A million love songs and later, here he is trying to tell you... he can paint.
So, what was your overall impression?
I've got to say, I *was* impressed. This isn't the largest of galleries (about an hour to look around), but what they have squeezed in is almost all engaging stuff. Even the Robbie Williams's. I'd heard of perhaps 75% of the artists, and the remaining 25% were all duly noted as good discoveries. That felt like a good ratio. It's a pleasing, relaxing space to walk around, populated by many attendants who are happy to answer questions. With the promise of regular temporary exhibitions, it should welcome back a regular audience.
How much does it cost?
Well, here's the kicker. The full adult price is currently listed as £20.90. When there is so much free contemporary art to see in London, that feels a bit steep to me. As a casual, occasional gallery visitor with a little prior knowledge, I don't think I'd have paid quite that much for something of this size (I got a freebie, reviewer's ticket, lucky me). However, if you're really into your art or, conversely, you know absolutely nothing about contemporary art and seek a greatest hits parade, then I think you'd get more value for money.
If you're a wealthy tourist with money to burn and a hungry Instagram feed, then you'll love it.
What were the toilets like?
Weird question. But since you ask, they were lovely and clean, with individual unisex cubicles. Lovely right up until the point that I needed to wash my hands. The liquid soap was present and correct, but not the running water. Or the paper towels. I became a living work of performance art, desperately attempting to open the lock with greasy, product-laden hands, before I had the wit to wipe off the excess with toilet tissue. This was almost certainly a one-off oversight, and will not happen to you. Unless it really is part of the immersive artwork. It can be so hard to tell these days.
Moco London is at 1-4 Marble Arch, London, W2 2UH
