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 Covid, te whakatere i te 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 whakatūnga parani wheako auaha.
Challenge
New Zealand Trade & Enterprise (NZTE) challenge us to create a retail brand that would elevate New Zealand's premium fashion and lifestyle champions in the Australian marketplace. I whakatūria te kaupapa ki tētahi pātaka ariā here-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 Ao Whānui
He ahurea hoahoa taonga tō Aotearoa e tauwhāinga ana ki ngā mea pai rawa atu o te ao. New Zealanders are inspiring in their knack to innovate thanks to fresh thinking and constant challenging of the status quo.
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 potentially be rolled out in New Zealand markets across the world.
Execution
Te Hoahoa i te Mātauranga
Our intention was to discover, undiscover, and explore premium NZ brands by using an intelligent, sophisticated, and confident aesthetic to reveal a unique boundless lifestyle and retail experience.
The experiential retail space was informed by the New Zealand landscape - volcanic one, rugged alpines, and green valleys. The Discover New brand identity provided a visual window into contemporary New Zealand design and quality craftsmanship. He matapihi hei 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
Te Mahi Tapahi 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.
