MOMA Draws a Line in the Concrete

Some New Yorkers may have seen this long, meandering orange line running through Greenwich Village, but I did not. It turns out, the line spells 'MOMO' from the air and is a way to promote momashowpalace. The press kit has some good photos and maps. An interesting idea, but I'm not sure it accomplishes its goal to promote MOMA. Perhaps the line should have lead somewhere or something. I do like the ending of the video, however, showing where the line actually ends up.