Kei te anga atu ngā toa ahua, ātaahua, me te āhua noho i te ao whānui i a rātou e whakaora ana i te ohorere o Covid, te whakatere i ngā whanonga kiritaki e tipu haere ana, me te whakatau i ngā karanga a ngā kaihoko mō te kawenga pāpori me te aorangi. Kāore he wā pai ake mō te whakatū pūkenga wheako auaha.
Challenge
I werohia mātau e New Zealand Trade & Enterprise (NZTE) ki te waihanga i tētahi toa hokohoko e hiki ake ai ngā toa huatau me te āhua noho o Aotearoa i te mākete o Ahitereiria. I whakatūria te kaupapa i runga i tētahi toa ariā kua herea i te wā, kei tētahi o ngā ūnga hokohoko nui rawa o Ahitereiria, Chadstone Shopping Centre, i Melbourne.
Insights
Te huri i ngā whakaaro ki ngā toa ā-ao
He ahurea hoahoa taonga tā Aotearoa e tauwhāinga ana ki ngā mea pai rawa atu o te ao. He whakaaweawe ngā tāngata o Aotearoa i tō rātou pūkenga ki te auaha i ngā whakaaro hou me te wero auau o te tūnga kōkuhu.
Discover New was launched to create an omnichannel retail showcase to give local Australian consumers and buyers an introduction to contemporary, sustainably led New Zealand design. The brand was to reflect a tactile, time-bound, artfully curated experience, which could be rolled out in New Zealand markets across the world.
Execution
Te Hoahoa i te Mātauranga
Ko tā mātou whakaaro ko te kite, te huaki, me te tūhura i ngā toa o Aotearoa mā te whakamahi i tētahi rerehua mātauranga, mātauranga, me te māia ki te whakaatu i tētahi āhua noho mutunga kore me te wheako hokohoko ahurei.
The experiential retail space was informed by the New Zealand landscape - volcano sand, rough alpines, and green valleys. The Discover New brand identity provided a visual window into contemporary New design and quality craftsmanship. He matapihi ki te huri i te whakaaro ki ngā mea e tukuna ana e Aotearoa i roto i ngā taonga āhua noho premium — he matapihi ki te whakawai, te kāhua, me te kitenga.
Results
mahi toi tapahi
Featuring leading and emerging New Zealand brands such as Karen Walker, Kate Sylvester, JHL by Juliette Hogan, Yu Mei, and Meadowlark, the Discover New brand and concept store launched with a fanfare on 6 May 2021.
