The MONA Effect

Welcome to the living, breathing, entertaining and beguiling, shocking and 'delicious embodement of cultural placemaking, with social and economic credentials that haw earned is status as a global case study. MONA, as investigated and celebrated by Professor Adrian Franklin from the University of Tasmania, must be seen to be believed. It cannot easily be replicated, but that won't stop people trying. What has made MONA such a transgressive and progressive force in Tasmania? This all-encompassing clifftop precinct comprises museum, hotel, dining, brewing, winemaking, performance, landscaping, peacocks and more. Acknowledging few limits - exerting its influence day and night, through winter and summer, for locals and visitors from around the world - this spectacular place showcases what is possible when ambition, imagination, investment and audacity align.