Claremont plans to lure Angelenos to their quaint little town an hour eastward the best way they know how: by portraying it as the perfect city to live out your wildest, twee-est Wes Anderson dreams.
“Claremont has a certain charm and playfulness to it that we felt connected with the Wes Anderson aesthetic,” Martin Glegg, director at the agency behind the Discover Claremont, told Ad Age.
It’s not a bad fit: Claremont does have a serene, small-town, overeducated vibe going for it. There are places to purchase folk instruments, go incognito if you are an older gent who likes wearing bow-ties (lots of college professors here!) and eat food arranged in an aesthetically pleasing manner. The hipster is dead; long live the hipster!