UWP Luxe, MoMA announce exclusive partnership
Up With Paper, the world’s leading marketer of innovative three dimensional greeting cards, is excited to announce an exclusive partnership between its premium brand, UWP Luxe, a boutique line of trend-driven pop-up greeting cards, laser cut stationery, and elegantly packaged home goods, and The Museum of Modern Art (MoMA). Together, UWP Luxe and MoMA are uniting to offer the best in paper-engineered greeting cards and the finest paper products, each of which resembles a small work of art. MoMA’s world-class boxed everyday and Christmas cards will now be available for purchase exclusively from UWP Luxe in North America.
UWP Luxe focuses on the many ways that paper can be transformed and manipulated into a work of art, and draws upon this idea to present its unique assortment of greeting cards. MoMA, similarly, aims to share with the world “the most thought-provoking modern and contemporary art,” and continuously promotes the exploration and appreciation of art. UWP Luxe and MoMA’s shared passion for and knowledge of modern art make for the perfect match and an ideal partnership.
George White, the President of Up With Paper, notes, “MoMA and Up With Paper have been THE brands to turn to for the highest quality pop-up cards for decades. It was only natural to bring us together under our UWP Luxe premium brand, and we are thrilled to be able to offer MoMA’s premium boxed everyday and Christmas cards to our customers.”
UWP Luxe will begin shipping MoMA designs to customers the beginning of January.
Originally founded as PopShots, Inc., in 1978, Up With Paper has been recognized for design excellence more than 60 times with the International Greeting Card Association’s highest honor, the “LOUIE” award, including the “Card of the Year” LOUIE Award in 2005. Up With Paper’s intricate, innovative Treasures, Panoramics, and Sight ‘n Sound Pop-Up Greeting Card lines, Pop-Up Snow Globe Greetings®, Pop-Up Notepads, Notebooks,Boxed Cards, and Trinkets® gift enclosures, as well as the company’s UWP Luxe boutique line of trend-driven pop-up greeting cards, laser cut stationery, and elegantly packaged home goods, are available in thousands of specialty retail outlets throughout the United States and around the world.