Description:

Tourism is a consumeristic industry. For decades travellers have valued a tangible connection to their destinations as a special reminder of new memories that they can hold onto. However, this often results in wasteful consumption of souvenirs, maps and brochures. They generally offer temporary satisfaction from the cherished time, but the life cycle of these products is often disregarded, with most ending up in landfills.

Children need adventure. Nowadays, it is common to use digital entertainment and navigation while travelling. Parents are the drivers of the itinerary with their access to digital maps, but it strips away the chance to let kids explore a little more.

Growing up in Paihia, a small tourist town, it was clear to me that the “cool and free spots” were unnoticed by many tourists. Prime destination spots are often overcrowded while the less known are practically empty. The local community knows their land the best. By collaborating with the local community, we can deliver an experience in tune with each town's landscape. To reflect the values of supporting local, strong wool comes into play. It is a super fibre that is locally sourced, biodegradable and durable.

The result is The Woolly Explorer, consisting of a strap, map, and tokens with a woollen twist. The Woolly Explorer provides a narrative that brings together the wool and tourism industry of Aotearoa New Zealand.

The dynamic network of information centres and transport hubs is key to a connected service. There is a four-step buy, hire, explore and reward system where “buy” is consistent across the tourism network, while the “hire, explore and reward” features are unique to each town. The strap is purchased once, and maps are hired at each town's information centres. The maps are returned and exchanged with a token that represents the town. The number of memories and tokens grows, reminding them of their experience with each town when their travels end.

The map and tokens embody collaboration with local communities. Working directly with the local community to design the map and organising badge design competitions for local primary school children infuses the design with an authentic experience for each town, delivered by its community.

The Woolly Explorer is carefully crafted with strong wool. The soft yet vibrant look of earth tones, and shapes from eco-dying and laser cutting, speak to the landscapes about to be explored. Inspired by the aesthetics of scout sashes and patches, the products are felted and sewn together. At their end of life, maps, sashes and badges can all biodegrade and give back to the land.

With the collaboration between local communities, and the wool and tourism industry, we can offer sustainable, localised and engaging experiences to encourage children to have fulfilling and lasting connections through exploring the hidden gems in the small towns of Aotearoa New Zealand.