MOMA Machynlleth website

A new website for this important centre for Welsh culture

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To develop a new website for the Museum of Modern Art (MOMA) Machynlleth. Based in mid-Wales, MOMA is an internationally significant arts hub. In addition to their arts collections and exhibitions, MOMA also hosts a range of different cultural events and offers rooms for hire.

MOMA wanted a dynamic new website that would enable them to promote their complete offer. In addition, they were keen that the site would provide an online shop, enabling them to sell artworks and merchandise. Critical to the project was MOMA’s desire to provide access to the site in both Welsh and English languages.


We worked with the team to steer them through the development of their new website and ensure the organisation had a modern online offer.

Our initial activities were centered around understanding MOMA’s aspirations and crucially their prospective audiences – both existing and new online ones. We particularly wanted to understand different perspectives on the new site, and so consulted a range of employees and trustees. 

Through a series of information gathering workshops we were provided with a firm foundation from which to produce a set of detailed mission documents. These outlined our approach to each key area of the site, including technical and content requirements and target audiences. The importance and desire to share Welsh heritage to celebrate, educate and inform was of paramount importance

Our design rationale centred on reflecting the contemporary nature of MOMA’s offer as a hub for Welsh arts and culture. By focusing on the bold use of images alongside short pockets of copy and muted backgrounds, we have been able to emphasise the visual appeal of MOMA’s activities. 

We used the following integrations to meet MOMA’s key requirements for the site:

  • Multilingual content – WPML translation management
  • Shop product management – WooCommerce
  • Events bookings and ticket sales – The Events Calendar and Ticket Tailor
  • Collections – WP Offload Media


MOMA’s website is a clean, fresh mobile-first site that enables the organisation to promote and share its activities. 

For the first time, MOMA is able to share its collection online, providing access to over 400 high-quality images and metadata. Using magnification technology, visitors can explore these works in ways not previously possible.

By mirroring the site in both Welsh and English, MOMA is able to engage speakers of both languages. During the process we discovered that working in two languages can at times be a tricky ask. In addition to sourcing identical translations for each page, our project team needed to adapt to working with a language that was not their first. A strong relationship with the MOMA team was crucial to making this as easy as possible.

The site’s design communicates the contemporary nature of MOMA’s cultural offer and avoids presenting stereotypical signifiers of ‘Welshness’.

MOMA’s online shop now provides an easily navigable shopfront for users to explore, with almost 300 products for sale.

They are now able to promote their full programme of exhibitions and events. Clear and consistent layouts mean visitors can quickly find out more and purchase tickets. The site has just supported the organisation’s Gwyl Machynlleth Festival held during August 2021.