Blur the Lines is a new independent design collective, specialising in creating brand experiences that seamlessly blend spatial, digital and virtual worlds. Established after the first Covid-19 lockdown in 2020; with the aim to offer an alternative to the traditional agency model and connect customers to brands in new and exciting ways.
The studio’s first project launched last week and true to the multidisciplinary nature of the collective the Comvita Wellness Lab prototype blends brand experience, environmental and experience design, in a multi-channel immersive experience that aims to connect customers to Comvita’s rich brand story and educate them on the world of bees and honey through engaging all the senses.
Blur the Lines Founder and Creative Director Danielle Barclay, writes that the project aimed to challenge the traditional bricks and mortar retail model and create something that was truly world-class and memorable. “Delivering a project of this scale with this level of craft during a pandemic is something I am immensely proud of which was made possible due to the support and commitment to the idea from our client and the passion and expertise of the wider team” Barclay said.
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The physical lab was crafted using local materials and collaborating with local artisans to reflect Comvita’s New Zealand heritage, focus on wellbeing and expertise in unlocking natures secrets through science.
Beekeeper/breeder Noelani Waters, takes customers on a journey through flavour, showcasing the influence the natural environment has on honey and how the senses interact to form a rich multisensory perception of flavour. The project is truly multichannel with the physical lab being enhanced through an augmented reality experience designed to educate customers on all things bees and transform the space into a forest using real-world mapping technology.
Comvita CEO David Banfield said his vision was to tell the Comvita brand story is a new way and recreate the future of retail through experiential brand immersion. The Comvita Wellness Lab concept is a prototype experience set to be replicated throughout Asia and the USA.
Visit the new Comvita Wellness Lab at 139 Quay Street, Viaduct Basin, Auckland and online via a 3D replica of the environment that has been built in a native New Zealand forest at www.wellnesslab.comvita.co.nz