Manuka honey producer Comvita has launched a Wellness Lab experiential retail space at the Viaduct in downtown Auckland.
Wellness Lab features a bookable tasting tour where visitors can explore Comvita’s mono-floral honey through five senses – smell, touch, sight and hearing. A 45-minute tasting journey is hosted inside a 180-degree theatre by beekeeper and bee-breeder, Noelani Waters,
“We wanted to provide all New Zealanders with a world-class space where they can go to connect with Comvita’s scientific expertise and gain a new-found appreciation for New Zealand honey and our amazing friends, the bees,” said David Banfield, group CEO at Comvita.
“It’s our goal that the Lab will become a destination and educational hub for customers, schools and other interest groups.”
The FMCG company’s Wellness Lab experience results from a collaboration with gastrophysicist and sensory science expert, Charles Spence.
Besides the physical outlet, Comvita has also unveiled a Wellness Lab virtual store, which features a realistic New Zealand forest for users to explore and learn about the science of native Manuka tree, the bees and the hive.
“It was critical for the virtual store to seamlessly integrate with the physical Wellness Lab space, to continue that immersive brand and product purchase journey,” said David Bathgate, global head of marketing at Comvita.
“The future of retail lies in the delivery of meaningful multi-channel consumer experiences, and we’re incredibly proud to be at the forefront of this movement.”