Wingates 18 New World Te Kauwhata

  • Pou Auaha / Creative Director
    Chris Brading
  • Ringatoi Matua / Design Director
    Nicola Greville
  • Ngā Kaimahi / Team Members
    Adrian Leat, Ornela Priotti, Natasha Baumgartner, Isabella Ross
  • Client
    Prashant Patel

New World Te Kauwhata is one of the first iterations of a new smaller format supermarket design initiative. This new concept and approach to supermarkets was led by prioritising the human experience and integrating this into the existing New World Fresh philosophy. It recognizes that Aotearoa is changing in both behaviours and expectations of food & grocery retail.
Our challenge was to create a world-class supermarket environment and shopping experience that places the Customer at the core of it’s design – a place where upon entering, both staff and customers experience is enhanced as they move through the environment – relaxed and with all the senses engaged and at play.
Our response was to start with the creation of a marketplace atmosphere that provided an enhanced customer experience, engagement and a sense of community and interaction.
The marketplace typology and language was accentuated and humanised by using contrasting materials and volumes. Throughout the store natural and authentic materials have been used to create a more human environment.
Bringing all of these design initiatives together while still creating a building and space that formed a central touch stone for the community was key to the projects success. We sought to create opportunities for the public to interact with the architecture, architecture that was designed to support the function of the space. Using materials that provided natural ambience, highlighting areas of interest with built elements that assisted and enhanced how people use and experience the space.
New World Te Kauwhata provides the quality of design that reflects the brands quality of product, while creating a convenient and enjoyable experience.
Balancing the commercial requirements of a small format retail operation but understanding that food and beverage retail has links to socialization. It seeks to establish and deepen relationships with the customer base by exposing them to new experiences and products. Celebrating the theatre of operation, allowing the product to be the focus, constantly leading with fresh throughout the store and creating a space that customers looked forward to visiting were key elements that set the New World Te Kauwhata experience apart from the competition.