First Idea

TePapa would set up small, unique pop-up exhibitions in alleyways and other places which could be unannounced. The exhibitions would be about smaller, unique things that would allow people to learn and contribute to something without going out of the way. It would act as a taster to an upcoming exhibition at TePapa to get people interested in the exhibitions and encourage them to visit TePapa. It would also help to change TePapa's brand identity in the eyes of the locals through them being different for once.

Our example was about two local millennials who were spending the day in town and were walking around. They turn down an alleyway and are surprised to find street art being made all over the walls. A TePapa representative approaches them and asks them if they would like to paint something and points out some amazing pieces done by local artists. They are given paints and a brochure and are told that it is a pop-up exhibition on street art, and it will be there all week and then will be documented and included in an upcoming exhibition on street art. They are excited by this and decide to paint something so they can go and see it in TePapa later.

The idea is centred around the ideas that:

• TePapa has more of a 'New Zealand feel' to it and doesn't feel like it incorporates Wellington culture into it at all so doesn't really appeal to locals.
• Although millennials might enjoy TePapa, there are a lot of thing they would rather do instead that are easier. TePapa takes a whole day to really explore.
• Apart from the paid exhibitions, TePapa hasn't changed in 17 years so locals feel like they have seen it all before, which they have. There isn't really any motivation or reason to return