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

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