Challenge
Waihangatia he ingoa me tētahi tuakiri "he māia, he tino ngāwari, he kanapa, he ahurei tērā" mō te papa whenua i te Pokapū BNZ i Ōtautahi Waenganui. The newly named Five Lanes is a key part of the BNZ Centre in Central Christchurch and occupies the ground floor space bounded by Cashel St, Colombo St, Hereford St and Oxford Terrace. I haere mai a Colliers ki a mātau me tētahi wero. I hiahia rātau ki te whakapakari i te mokowā mō ngā kairīhi me ngā kiritaki, ki te whakarato i tētahi wāhi rerekētanga mai i ō rātou tauwhāinga, ā, i te mutunga ka whakanui ake i te waewae.
Insights
I tīmata mātou mā te mārama me pēhea te tauwhitiwhiti a ngā kiritaki ki te mokowā. We conducted 30 deep-dive, guided discussions with tenants, key stakeholders and customers of the spaces and a few days of observational research within the mall environment. The key findings were that the space lacked a clear identity, the entrance ways were confusing/not clear from a distance, and that from within, what wayfinding and signage was there was inadequate and uninspiring. Kāore anō kia kitea e te tokomaha o ngā 'manuhiri' hei ūnga, i whakamahia noa iho hei pokatata i waenganui i ngā tiriti. Hei kawe mai i ngā kairīhi matua, me noho te mokowā hei 'wāhi', me te āhua me te tuakiri e wehe ana i ōna tauwhāinga.
Hei kimi ingoa ka titiro mātou ki te hītori o te pae me ngā karapoti. Kātahi mātau ka whakatau ki te takahuri i te mōrearea me te ingoamuna o nāianei. E rima ngā ara e ahu ana ki te mokowā, e rima ngā ara rerekē, e rima ngā pūrākau rerekē. Katoa mō te kitenga. Me tētahi kitenga mārama kia noho ko 'He wheako hokohoko ahurei, mō te hunga pākiki, te auaha, te kaihōpara me te tamaiti i roto i a tātau katoa' kia tū atu i ōna tauwhāinga i te taone matua.
Execution
Tata tonu te ingoa o te mātāmua, "Five Lanes" - i whakaawetia e ngā ara e rima e hanga ana i ngā tomokanga ki te matatini.
I āwhina te ingoa ki te whakatau i ētahi o ngā wero nui i puta mai i te rangahau. He mahara, he rerekē, he miramira hoki i ngā urunga. E 5 ngā 'ara' kei roto i te hoahoa moko hua. I hangaia tētahi whakairoiro Tuarua e 5 ngā raina hei whakakotahi ki te papatā tae hōu kia taea ai te tuakiri ngāwari. Ka taea ēnei huānga te whakakotahi i ngā huarahi rerekē mai i te 'kanapa me te kanapa' mō ngā tomokanga ki tētahi āhua whakamuri kē atu mō te taurangi.
Hei tāpiri i te pūngao me te māia ki te mokowā, i hangaia e mātou tētahi pūnaha kimi huarahi hihiri, hihiri hoki. E rima ngā tae kanapa i whakamahia e tēnei pūnaha, kotahi mō ia ara e rima. I whiua e tēnei e rua o ngā raruraru nui i te wā kotahi. Nāna i tū mai ngā tomokanga, ā, ka rerekē te matatini katoa i ērā atu mokowā i te taone matua. We combined this with a simple messaging system (acher, shop, eat, dine, explore) that showcased what the space had to offer - it also tied back to the wider ChristchurchNZ strategy of "Explore".
I tāutatia e mātau he tohu hou me ngā whakaputunga e rua e 20 mita te roa i Colombo St (tētahi o ngā tiriti tino pākaha o Ōtautahi) hei kukume i ngā waka waewae ki raro i ngā ara ki roto i te matatini.
