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In the name of capitalism and art, Mona is rejecting the retail frenzy that is Black Friday by holding its own rival sales event a day earlier. Mona’s ‘Brown Thursday’ campaign will see shoppers forced to endure a livestream of the museum’s much-maligned poo machine, Cloaca Professional, in order to nab a bargain from the Mona Shop.
Broadcast live from within the museum on Thursday 25 November, this streamed shopping event has all the makings of a high-end fashion campaign, albeit with a defecating artwork as its centrepiece.
As per its regular routine, Cloaca Professional will be fed at 11am coinciding with a palate-cleansing starter deal unveiled to shoppers. More deals will be unlocked as the day’s meal progresses through Cloaca’s digestive system.
The final and biggest offer will be revealed (painstakingly, letter-by-letter) whilst Cloaca Professional shits itself. The generous tail-end discount code will be valid for a limited time only post-poo.
‘Brown Thursday’ discounts and other deals will be applied to select items from across the Mona Shop, including the store’s cunt soaps, museum apparel and other gifts.
Shoppers with a weak stomach can enjoy an 11% discount from 9.00am ‘Brown Thursday’ (Thursday 25 November) through to midnight Cyber Monday (Monday 29 November).
Cloaca Professional is the work of Belgian conceptual artist Wim Delvoye. Mimicking the human digestive system, the elegantly designed Cloaca Professional is fed and maintained at body temperature, with the machine’s daily meals traveling through an organ-like mechanical and chemical assembly line. Cloaca Professional was commissioned by Mona’s founder, David Walsh, in 2010 and is the first of Delvoye’s ‘gastro-intestinal’ machines to enter a museum’s permanent collection.
Mona’s ‘Brown Thursday’ live shopping event will run from 11am–2pm on Thursday 25 November, via Facebook and Instagram.