Club Monaco Takes It to The Streets

To celebrate the debut of its blog, this week the brand will start giving out more than 2,500 disposable cameras to strangers in key urban spots.

The Club Monaco blog.

PUBLIC ART: To celebrate the debut of its blog “Culture Club,” this week Club Monaco will start giving out more than 2,500 disposable cameras to strangers in such key urban spots as the Union Square Greenmarket and the Brooklyn Flea, and asking them to photograph whatever inspires them. The brand will also solicit photos from such creatives as photographer Victor Demarchelier, restaurateur Joe Campenelle and Refinery29 style director Piera Gelardi. Contributors receive a 20 percent discount if they hand in the camera at a store by Nov. 11, and the results will be posted later that month.


“Our customer is very much the creative class,” said Club Monaco vice president of marketing and communications Ann Watson. “They love the art of discovery, what’s new and what’s next. We wanted to create a blog that was visually exciting and reminded us of an inspiration board.” While there are echoes of Burberry’s Art of the Trench campaign in the idea of asking the public for photos, the blog visually resembles Gap’s 1969 Stream. Instead of the expected vertical format, the blog entries appear as a visual collage.


Club Monaco has been stepping up its social media efforts in anticipation of launching ecommerce next year.

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