The Museum of Modern Art is an art museum located in Midtown Manhattan, New York City, on 53rd Street between Fifth and Sixth Avenues. The institution was conceived in 1929 by Abby Aldrich Rockefeller, Lillie P. Bliss, and Mary Quinn Sullivan. Initially located in the Heckscher Building on Fifth Avenue, it opened just days after the Wall Street Crash. The museum, America's first devoted exclusively to modern art, was led by A. Conger Goodyear as president and Abby Rockefeller as treasurer, with Alfred H. Barr Jr. as its first director. Under Barr's leadership, the museum's collection rapidly expanded, beginning with an inaugural exhibition of works by European modernists. Despite financial challenges, including opposition from John D. Rockefeller Jr., the museum moved to several temporary locations in its early years, and John D. Rockefeller Jr. eventually donated the land for its permanent site.