isite Network

Client:
Tourism New Zealand

Studio:
Warren and Mahoney

Year:
2023 - Ongoing

Collaborators:
Dimension Shopfitters

Location:
New Zealand, nation wide

Services:
Creative strategy
Design direction
Interior design
Network rollout
Art direction
Design guidelines
Signage and wayfinding
Brand activation

Our task was to create a future evolution of the isite network that would connect our manuhiri to Aotearoa in a meaningful way. We aimed to enhance the experience for all manuhiri by providing a consistent national experience that also resonates with local communities. As the trusted provider of visitor information and booking services in New Zealand, isite offers independent advice based on deep knowledge, local expertise, and shared values.

We had to address several key requirements, including conveying design intent, showcasing future network opportunities, highlighting the project narrative and process, and spatial flexibility to stakeholders such as Tourism New Zealand, local operators, councils and partners.

Our core concept, 'the gateway to our place,' encapsulated the project's essence, positioning each site as a gateway to Aotearoa, the region, and the tourism industry. An invitation to explore, experience, and understand more while adhering to our tiaki promise of responsible travel. By executing isite as 'The Gateway,' we aimed to strengthen the brand's connection with our visitors, cultural identity, unique contexts, and improve commercial outcomes through elevated experiences. Additionally, this project paves the way for a more sustainable future and safer travel practices.

In addition to the narrative, our process aimed to showcase the functional flexibility, range of configurations, and components of the system. Simplicity and buildability of the design was fundamental in demonstrating its value and longevity. This is captured in a design guidelines document that be shared with other operators across the country, educating them about the refreshed experience and onboarding them into the process.

Design guidelines

To ensure the gateway concept applies to various locations across the network, we adopted a strategy of minimalism, allowing the space to recede into the background. By using cost-effective materials and creating a blank canvas, we highlight the elements that truly matter.

Transforming information into localised inspiration requires a new approach to display. We concentrated our attention and investment on a modular framework that encompasses all functions of the space, including customer service, retail, bookings, reservations, hosting, and community engagement. Rather than focusing on the individual spaces, our design story emphasises the unique regional locations they occupy.

Lastly, our spatial design communication brings everything together, focusing on network design outcomes rather than specific store locations. The visuals demonstrate the journey pathways for our manuhiri, categorise inspiration and products, and showcase the materiality inspired by Aotearoa's natural environments.

Art Direction

To communicate this vision, we took the flexible framework system out of the traditional shop context and placed it within the natural landscapes of Aotearoa, using captured photography and digital visualisation tools. Each visual showcases how the framework configuration responds to the environment, whether it's a guided pathway through a forest hiking track, a service counter carved out of boulders in Castle Hill, picture frames capturing scenes from the Queenstown region, or modular storage and display blocks washed up on the West Coast. These images create a visual pepeha, connecting the design to Aotearoa's sense of place through its ocean, landscape and sky. We also incorporated a tailored ceiling feature for each site to further capture this story.

Counter prototype

Framework prototype