Nestled among the stages, brand exhibits and food vendors at this year’s Laneway was Wonder Walk – Mitre 10’s new activation aimed at connecting with Gen Z audiences. CMO Jules Lloyd-Jones takes NZ Marketing for a stroll.
Mitre 10’s Wonder Walk felt like stepping through a portal into another world where new sensory experiences await at every turn.
The home improvement store launched the activation at the Laneway Festival in Auckland on February 5.
Blending textures with interactive elements, the Wonder Walk gave festival-goers a place to explore between sets – and cleverly, a new way for Mitre 10 to make its presence felt.
A warm welcome
It was a hot summer day and Western Springs was packed, buzzing with music and high spirits.
At the entrance to the Wonder Walk, I was greeted by Mitre 10 chief marketing officer Jules Lloyd-Jones, who guided me through the experience.
The ‘0’ in the Mitre 10 logo had been transformed into a round archway beside the ‘Wonder Walk’ sign, immediately drawing visitors inside.
We stepped through the archway and into the pergola, a much calmer space compared to humming crowds outside.
“We decided we’d create a resting space on entry so that people can feel a little bit more chill and just hang out,” says Lloyd-Jones.
The pergola led visitors down the aisle lined with plants and blossoms and into a garden.
Guests make their way through a lush pergola into the garden.
A store like you’ve never seen
The activation turned the retail experience on its head: “Eighty percent of the products in here (the entire activation) are from Mitre 10. You’re pretty much walking through a store, but in a completely different way,” says Lloyd-Jones.
The question on my mind was: why take the brand to a music festival like Laneway?
“We did quite a bit of research last year to better understand our next generation of customers – people considering buying their first home, or those who have just bought one and are thinking about how we show up as a brand,” explains Lloyd-Jones.
“We found that while there’s strong brand love for Mitre 10, younger customers weren’t necessarily visiting the store yet. Moving from flatting to owning a home takes time, so they weren’t quite ready to shop.
“Our findings also showed that bringing the brand into the real world really connects with people. Festivals were suggested, with many saying it would be amazing if we turned up – something totally unexpected.”
With that, the brief was born: an interactive space, designed to meet young people where they are and packed with products that scream Mitre 10 – from outdoor décor and planters to a garden fountain and swing seat.
A showcase of garden décor and Mitre 10 products inside the garden.
In one corner of the garden, a wooden swing was drawing the crowds – people were lining up for their turn on it.
“The swing is very popular. In fact, I don’t think anyone goes through without hopping on,” says Lloyd-Jones.
Where darkness shines
Across from the photo-worthy swing was a separate room – the neon garden.
“This provides a dark experience, with plants painted in neon,” says Lloyd-Jones.
To me, the glowing plants in the dark room instantly brought to mind the bioluminescent forest of Pandora from the Avatar trilogy.
Leading on from there was the disco room: “We wanted a disco ball space to capture a bit of the festival vibe itself,” says Lloyd-Jones, as groups of people snapped selfies in the background.
Next came the trippy room, a dark space dominated by a huge screen displaying kaleidoscopic visuals. On closer look, the spinning animations showcased the Mitre 10 logo, keeping the experience on-brand.
Sunlight and surprises
My highlight was what came next: a mirrored room with sunlight streaming through a clear roof. Despite the 30-degree heat, people paused to take it all in.
The reflections created a dazzling, immersive atmosphere, making mirror selfies extra fun by showing the scale and spectacle of the installation.
“This has become very popular with influencers, that’s for sure,” Lloyd-Jones laughs.
“Laneway is the first festival we’re turning up at,” she adds.
“Next, we’re bringing this experience to Electric Avenue in three weeks in Christchurch. But it’s not just for younger people – we’ll also take it to family events. We want to explore how to bring this to life in different ways, because it’s fun and something for everyone.
“And we just wanted to have some fun with our brand. Mitre 10 turned 50 last year, and I think we’ve always been known for being authentically Kiwi – having a bit of fun and not taking ourselves too seriously. That’s why an activation like this just feels right.”
Sensory playground
Mitre 10 partnered with events specialist Ballyhoo and some of New Zealand’s leading creatives in set design, costume and build to create the Wonder Walk experience.
“The physical build was brilliantly executed by Rollercoaster, specialists in large-scale event activations,” says Lloyd-Jones.
Leaving the mirrored room, we stepped back into the garden, where she guided me through the snuggle tunnel.
“It’s all made of dog beds. It’s amazing to watch people interact with it – one even asked, ‘Can we flip the tunnel over just to lie on it?’”
The soft and cozy snuggle tunnel.
In the corner sat a small bubbling fountain against a bright, colourful mural wall, while a bubble machine sent soap bubbles floating through the space.
The bubbling fountain and mural wall.
The walk toward the exit, aptly named the pool noodle alley, got me thinking about a refreshing summer swim. Somehow, just imagining it had a surprisingly cooling effect.
In-person impact
“I want young people to feel like Mitre 10 is a brand for them. We’re a heritage brand, but we also have to show that we’re here for our future customers,” says Lloyd-Jones.
“I think Wonder Walk will shift some people’s perceptions of us, simply by showing up where they didn’t expect to see us. We’ve had lots of comments saying, ‘We didn’t imagine you’d be here – how cool!’”
Mitre 10’s brand ambassador Flora Flame was dressed in an orange petal outfit, created by award-winning designer Tina Thomas. Meanwhile, the rest of the crew rocked custom uniforms in the brand’s signature orange colour, made specially for the occasion.
“The retail landscape is increasingly more competitive, with new players entering the market and existing retailers lifting their game,” says Lloyd-Jones.
“A decade ago, TV ads were the main way to connect with people. Now, you can express your brand across so many channels – but this experience is in-person.
“It’s in the hands of the people who actually go through it. We want them to share it on their own socials, which feels more authentic than paying someone to show up,” she adds.
The activation took about five days to build, and when Lloyd-Jones first saw it come to life, she couldn’t have been prouder.
“I was thrilled we’d managed to execute it. Things often look amazing on paper but fall short in reality. I had high hopes for this, and seeing it not just meet but exceed my expectations, that’s what made it so worth it.”
