MOCA Jacksonville Identity T-shirt Front and Back
Image courtesy of Doug Eng.

moca shop final sale June 30 - july 15

MOCA Jacksonville is transitioning the MOCA SHOP to welcome GENERATION US, a contemporary furnishings, signature accessories and lifestyle retail store on July 15, 2018. GENERATION US is owned by acclaimed local interior designer Troy Spurlin and is currently located in the 5 Points neighborhood of Riverside. Spurlin is also owner of Troy Spurlin Interiors located on Riverside Avenue, a full service interior design firm. Spurlin has a history with MOCA Jacksonville and served as the Director of Marketing and Special Events from 2004 to 2007. His decision to open a second retail outlet downtown was driven by an interest in being a part of the museum’s focus on contributing to downtown revitalization. Currently, there is a lack of retail downtown, and GENERATION US hopes to serve the city’s professional community, urban core residents, and business travelers.This is the first step in a larger initiative by the museum to become a leader in the movement for downtown revitalization. 

“Our new venture with GENERATION US is a part of MOCA’s commitment to advancing downtown revitalization,” says MOCA Jacksonville Director Caitlín Doherty. “It is the first step in a larger initiative that includes a lobby redevelopment to make the first floor of the museum an open community space, and creating a destination retail store to bring more people downtown aligns with that vision.”

The museum will host a MOCA SHOP closing sale open to the public from Saturday, June 23 – July 14, 2018. Everything in the store will be marked down up to 50% off. Members will receive their discount in addition to the discount prices. This is a great opportunity to stock up on gifts for the holidays!


  • MONDAY: Closed
  • TUESDAY: Noon-4 p.m.
  • WEDNESDAY: Noon-4 p.m.
  • THURSDAY: Noon-4 p.m. and 5-9 p.m. on the third Thursday of each month
  • FRIDAY: Noon-4 p.m.
  • SATURDAY: Noon-4 p.m.
  • SUNDAY: Noon-5 p.m. 

Hello There

Staff Profile Heather Sloan

Heather Sloan

Senior Operations Assistant

Heather Sloan has worked at MOCA Jacksonville since July 2012. She supports the deputy director by overseeing the operations of the MOCA Shop, NOLA MOCA, and front desk admissions. She has lived in Jacksonville her entire life and attended school at the University of North Florida where she received a bachelor's degree in art history with a minor in visual art. Before arriving at MOCA Jacksonville, she interned at the Cummer Museum of Art & Gardens and worked at Fanatics Inc.