The development of a hedonistic experience brand: Australia's MONA

Abstract

The case of Australia's Museum of Old and New Art (MONA) is unusual in many respects. Itis privately owned and funded by millionaire David Walsh. It is located in Hobart, the capital ofthe island state of Tasmania, Australia, a long way from the art capitals of the world. Moresignificantly MONA is the umbrella brand for a range of products that are aimed at the luxurybrand consumer, the consumer that will think little of travelling half way around the world foran unusual and memorable experience. Moreover, the MONA product range-wine, beer, art,accommodation, and music-is clearly aimed at those consumers seeking a hedonisticexperience. This paper provides an overview of how MONA is developing, given that the artmuseum at the core of the umbrella brand has yet to open, and that some of the otherproducts are a legacy from a former organisation. It also discussed the role and philosophy ofDavid Walsh as the vision behind the brand. The research for this case is drawn from alongitudinal project that is tracking MONA from its early stages, through to its opening, and onto a review once it has been operating for a year.