He Pouaka Rama for Westfield NZ.
THE BRIEF //
Westfield asked us to create an activation that beautifully encapsulated the spirit of Matariki. Consideration needed to be given to a concept that could be rolled out across multiple centres with various site limitations and all in one evening.
THE THINKING //
We felt strongly that Matariki was an important opportunity to engage local talent. We spent some time thoughtfully considering a local artist that we could colab with for this project. When we came across Miriama Grace-Smith we knew she would be a fantastic fit for this installation. Her work is vibrant and fresh and she has a strong understanding of scale and large scale installation.
THE MAKING //
We commissioned Miriama to design nine contemporary pou, each representing one of the nine stars of Matariki. The pillars were placed according to their position in the cluster and enveloped in Native garden to talk to the connection between people, land and stars.
THE SUCCESS //
The activation’s very well received across the two participating centres. Miriama’s work was approachable and vibrant encouraging engagement with the cultural significance of Matariki.
CONCEPT, CREATIVE DIRECTION, ASSET BUILD, SIGNAGE, GARDEN INSTALLATION
RED CREATIVE //
WESTFIELD MANUKAU + WESTFIELD ST LUKES
CLIENT //
WESTFIELD MANUKAU + WESTFIELD ST LUKES
VENUE //
MIRIAMA GRACE-SMITH, THE SIGN COMPANY, EVENT JUNKIES
SUPPLIERS //
RESULTS FROM THE REAL WORLD //
“Thanks so much for all the work your team put in for us this Matariki. We got so many wonderful comments on the display and our senior execs that visited from Aus on the Tuesday were very impressed. People commented and absolutely loved the fact that they were real plants!”
WESTFIELD MANUKAU
