New Zealand Liberation Museum - Te Arawhata
Le Quesnoy, Western Front, France
A new museum and memorial to honor New Zealand soldiers
A clear strategic vision and a compelling core story are essential to the success of any cultural destination. Looking back at our foundational planning for The New Zealand Liberation Museum - Te Arawhata, this principle couldn't be more evident.
Set on the Western Front in France, this museum tells a remarkable story: at the end of WWI, New Zealand troops liberated a town under German occupation without a single loss of civilian life. It was a historic feat that forged an enduring bond of friendship.
Unlike other WWI allies, New Zealand had never built a museum on the Western Front. Driven by a uniquely Kiwi spirit, the donation-funded New Zealand War Memorial Museum Trust took on the responsibility of creating a permanent memorial and educational space to honour our soldiers.
Image: Courtesy of New Zealand Liberation Museum Te Arawhata Website
A strong strategic foundation
Stitchbird provided strategic guidance to the Trust during the formative development, feasibility, and design brief phases. To keep capital investment manageable, the Trust opted to renovate the town's historic former WWI mayoral residence for the museum, rather than constructing a new facility.
A strong, singular direction and a clear point of difference were vital to guide the development. The strategic and conceptual foundation we facilitated, working closely with the Trust and its advisory group, focused on creating a "living memorial" anchored by three core themes: Freedom, Friendship, and the Future. These themes became central to both the visitor experience and the Trust's overall strategic direction.
Image: Courtesy of NZ Memorial Museum Trust - Le Quesnoy
A unified
vision leads to success
Te Arawhata became the key symbolic element. It references the physical ladder New Zealand soldiers used to scale the rampart walls, while representing a ‘pathway to higher things’—a framework to learn from the past, reflect on the price of freedom, and understand the importance of friendship in shaping a better future.
Establishing this core narrative early was key. It created a unified vision that enabled the successful fundraising campaign, informed the creative exhibition teams, and shaped the cohesive marketing and brand identity.
Bringing this vision to life was a monumental collaborative effort:
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The New Zealand Memorial Museum Trust Board - Le Quesnoy was responsible for the overall project
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The Concept + Engagement Committee directed conceptual development
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Tim Walker (Tim Walker Associates) and Karl Johnstone (Haumi) were key collaborators on the visitor experience design brief and concept development
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Jenni Giblin (Funding HQ) led the 15 million + capital fundraising campaign
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Luke Van Velthooven (APL Property) project managed mansion fit-out and exhibit delivery
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Wētā Workshop delivered the immersive exhibition experience see more here
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Sven Baker (Sven & Friends) created the brand identity.
Visit and support the New Zealand Liberation Museum Te Arawhata here
Image: Courtesy of New Zealand Liberation Museum Te Arawhata Website