Since the 1940s, MoMA has invited artists to create delightful, original and unexpected designs for our Holiday Card Program. Over the years, the designs have evolved from flat cards to pop-up and 3D paper-engineered cards. Staying true to our mission of offering products that marry functionality with beautiful, innovative design, our holiday cards are more like art objects than ordinary cards. We seek out cards from both established and emerging artists, choosing original, extraordinary designs that are unlike any that are on offer from other retailers. The process of each card begins with the artist hand-assembling the prototype, which is then reviewed by our team. When the cards are ready for production, each one is printed and meticulously handcrafted. These artist-created cards are made for sending greetings for Christmas, Hanukkah, the New Year and the general holiday season. Most of the cards have a greeting printed inside but some, like those featuring work by MoMA collection artists, are blank—so senders can include personalized messages.
How We Choose Our Artist-Designed Holiday Cards
Each year begins with an open call to established and emerging artists: Send us your best holiday card designs. After several rounds of reviews by our selection committee over the course of months, we make our decisions based on the following criteria: innovative and experimental uses of paper, new interpretations of traditional holiday motifs and themes, witty sophistication and elements of surprise. Every holiday season we strive to create a diverse collection of cards with a variety of themes, colors, interactive features and construction techniques that come together to embrace the spirit of the holidays.
Meet Our Established Holiday Card Designers
Our roster of established designers continue to bring us new ideas each holiday season. Peter Dahmen is known for creating complex designs from simple, abstract forms, and this year he’s contributed “Winter Skating,” an elegant pop-up card depicting icy intertwined tree branches and skaters in silhouette.
Rob Kelly is famous for designs that, when easily assembled by the recipient, transform into small paper sculptures representing objects such as a pinball machine or a cuckoo clock. This year, Kelly’s “Holiday Harmony” assembles into a vintage upright piano adorned with a holiday centerpiece.
Author and illustrator David A. Carter is known for his pop-up books for both children and adults. For our holiday card assortment this season, his clever contribution is a card that pops up as a Christmas tree mobile.
Each Year We Also Introduce Holiday Cards by Emerging Designers
This year, we’re proud to debut cards by newer talents in the 3D-card field. Yevgeniya Yeretskaya’s interest in paper-engineering began at three years old when she was given a Czech-language pop-up book version of Sleeping Beauty. Her graceful contribution to our assortment this season, “Waltz of the Snowflakes,” features a troupe of pop-up ballerinas in snowflake tutus.
With Kyoto-born Hiromi Takeda’s “Christmas Camellia,” two flowers slowly bloom when the card is opened. Takeda is attracted to the idea that a pop-up design can delight one moment and then become hidden the next.
Over the years, our Holiday Card Program has included designs by artists in MoMA’s collection such as Yoko Ono, Cindy Sherman, Jim Dine, Andy Warhol and Robert Indiana. (Indiana’s Love screenprint was first created as a commision for a MoMA Christmas card in 1965.) For fans of our vintage artist cards, this season we’ve reissued designs by Takashi Murakami.
We’re also launching two new cards based on works of art by Alexander Calder and Sophie Taeuber-Arp, a woman artist who was a key figure in the Zürich Dada movement. Produced with a more traditional flat format, the cards are blank inside.