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Monday 22 November 2021

Brown Thursday: The shittiest shopping experience

MONA founder David Walsh is never short of a publicity stunt or crazy idea. 

So, in the name of capitalism and art, the iconic Hobart museum 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.

To be broadcast live from within the museum on Thursday, this streamed shopping event has the vibe 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) while Cloaca Professional "shits itself". 

The generous 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 c*** soaps, museum apparel and other gifts. 

Shoppers with a weak stomach can enjoy an 11% discount from 9am on Brown Thursday to midnight on Cyber Monday (Monday, November 29). 


Cloaca Professional is the work of Belgian conceptual artist Wim Delvoye. 

Mimicking the human digestive system, the machine 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 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 via Facebook and Instagram. 


To browse the Mona Shop, please visit:


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