Watch This Space

Good news for everybody that’s walked by 285 Parnell Road in the last few weeks and scratched his or her head in confusion. The ‘Coming Soon Since 1875’ window signs have come down. And inside, The House of Waiwera welcomes you to its debut exhibit, ‘Home Turf,’ an installation of living, breathing grass.

The House of Waiwera is an evolving concept space where the Waiwera brand can grow organically. Right in the heart of one of Auckland’s most historic centres. It will be a boutique and gallery in its first incarnation.

The ‘Home Turf’ theme underscores that this is The House of Waiwera’s flagship address. From here, similar Houses will spring up in Tokyo, Los Angeles and Moscow.

“With The House of Waiwera’s international locations, we want to take Waiwera Water global and showcase New Zealand to the world,” says Lucky Smythe, General Manager Sales and Distribution.

This week, The House of Waiwera will be Open For Lunch. Literally. Visitors are welcome to sit and eat on the grass and watch the select documentaries being screened. In keeping with the brand’s new ‘Live Up To Legend’ platform, the documentaries will focus on legendary rugby stories.Tales of human endurance and achievement, even in the face of grim adversity.

The House of Waiwera has been carefully designed to create a natural environment, with untreated timber and plain white walls. The layout is minimalist to allow for constant change, and function as an art gallery, an exhibition space, café and/or a boutique, as needed.

“We're excited about the months ahead of us which will see a lot of homegrown artists exhibiting their work in the space. We plan to take these artists work with us overseas,” says Mr. Smythe.

Waiwera has a new board of directors who are enthusiastic about New Zealand. And eager to create a truly global brand firmly rooted in our national culture and heritage. The House of Waiwera is the first step in this new direction.

The rebranding of Waiwera is being managed by global branding agency, ZZILI. The company has previous international experience with beverage companies, having launched the 42Below vodka brand in China. ZZILI’s global ‘OneDreamRush’ campaign was the first branded content to be featured at the Cannes Film Festival in 2009.

‘Home Turf’ will be on display at The House of Waiwera until Friday, August 12.