MOCA: The 1 in 100
Call for Support.

Toronto is getting a new Museum Of Contemporary Art.
To raise funds, a limited edition ‘Call for support’was created for 100 high-net-worth individuals. The 100 books were hand lettered by an artist in the future home of MOCA.
The message was simple; each individual’s donation would play an important part in the bigger vision.

Photography: Arash Moallemi