McCann NZ's Takitoru Reimagines Sylvia Park as Cultural Gathering Place

Sylvia Park has unveiled its campaign celebrating Matariki Herenga Waka, created with cultural consultancy Takitoru (part of McCann New Zealand), which transforms the shopping centre into a place of reflection, connection, and cultural discovery.

Developed in response to this year's national Matariki theme, Matariki Herenga Waka -- the coming together of people -- the work uses waka as a metaphor for people; a creative idea drawing a connection between the national theme and Sylvia Park’s role as a place where thousands of people and communities cross paths each day.

Rather than focusing solely on the Matariki star cluster, the experience is anchored in the story of Taramainuku -- the guardian of the night sky. His story provides the narrative thread for the campaign, helping visitors engage with Matariki and share the emotive meaning and understanding of the celebration.

Spanning large-scale in-centre design, digital and social content, and interactive take-home activities, the campaign invites visitors to pause and engage with the deeper meaning of Matariki; a time for remembrance, reflection, celebration, and renewal.

Vanessa Natusch, the Sylvia Park marketing manager, said the campaign reflects the centre's role as a place where communities naturally come together.

"Matariki is an important celebration for Aotearoa, and we wanted to create an experience that honoured its significance in an authentic and meaningful way," Vanessa said.

"As a place where thousands of people naturally gather every day, Sylvia Park felt like the perfect setting to bring this year's theme of Matariki Herenga Waka to life, encouraging visitors to connect, reflect, and celebrate together.

“Working with Takitoru and McCann allowed us to create something that is not only visually engaging, but culturally grounded and meaningful for the many communities who visit Sylvia Park.”

The creative approach was developed by Takitoru, helping ensure the storytelling remained grounded in te ao Māori, while creating an engaging public experience.

Takitoru design lead, Dean Pomfrett, said, “The opportunity was to create more than a seasonal visual treatment. We wanted the centre itself to become part of the story, a contemporary gathering place where people could pause, connect and encounter the meaning of Matariki together.

"Takitoru’s guidance was integral to shaping an experience grounded in te ao Māori and designed for a diverse public audience.”

Rangi Ahipene, senior cultural advisor at Takitoru, added that using the story of Taramainuku offered a meaningful way to share the meaning of Matariki through a public experience that was both culturally grounded and accessible.

"Matariki is about much more than the appearance of the stars," Rangi said.

"Through the story of Taramainuku, we’re able to share the values of remembrance, renewal and connection in a way that invites people to engage with the deeper meaning behind the season. It's an opportunity to celebrate our stories while welcoming everyone to be part of them. “

By combining culturally grounded storytelling with immersive spatial design, ‘Matariki Herenga Waka’ shows how a retail environment can extend beyond commerce to a platform for education, storytelling, and community connection.