Under Legal Threat, MoMaCha Tea Shop on the Bowery Becomes ‘MaMaCha’
Within the last couple weeks, and under fire, the MoMaCha tea room on the Bowery changed its full branding and identity.
Henceforth, the business is now morphed to the homophone, MaMaCha. Though, not voluntarily.
The Museum of Modern Art (MoMA) filed a lawsuit almost immediately after the art-focused cafe opened back in April. Then, last month, won a preliminary injunction in federal court against the tea spot, forbidding ownership from using or promoting the trademarks MOMA and MOMACHA.
“Catfish” (MTV) creator Nev Schulman, his wife, Laura Perlongo, and photographer Eric Cahan together started the business at 312 Bowery in April 2018. It features a menu of tea-based elixirs and CBD offerings. From the get-go, though, the seemingly blatant name grab and logo appeared to be a publicity stunt.