MARKETING ACTIVATION
COMMUNITY ENGAGEMENT
Concept Development, Design Execution, Budget Oversight
For Ward Willage, Howard Hughes
in partnership with MVNP
OVERVIEW
Engaged by MVNP, I designed an interactive floral display that allowed people to touch, photograph with and walk through larger than life florals.
BACKGROUND/CHALLENGE
For the second annual celebration of Founder's Day, the team at Ward Village wanted something memorable to anchor the space within the namesake Victoria Ward Park where the event would take place. The installation would have to be eye-catching and unique enough to draw passerby into the 3-acre park.
APPROACH/CONCEPT
This annual event celebrates Ward Village’s founding visionary and steward, Victoria Ward, where community members are invited to enjoy an array of nature-based educational activities. In honor of Victoria Ward, I sought inspiration from the history of Victoria Ward's philanthropic interests in gardens, botany and nature while keeping in mind of the team's desire for something unique.
I was inspired to play with scale and color based on direction from the client. Dr. Seuss and Willy Wonka served as inspiration to create something whimsical and fun yet in keeping with Ward Village's brand and aesthetic. I designed and commissioned jumbo sized artificial poppy and hibiscus flowers to be made (both found to be grown in Hawaii) and sourced locally grown tropicals and foliage from local farmers and nurseries. With the foliage and props, I built freestanding "islands" for people to walk around and take photos with.
OUTCOME
The larger-than-life florals were well received by both the Ward Village team and the public. Visitors engaged with the installation, often taking selfies with children and pets, and sharing them widely on social media. Coverage from attendees’ posts and local media generated a positive community response and reinforced Ward Village’s reputation. The florals became a signature visual element for the brand, later featured at annual events, incorporated into community gatherings such as Kona Nights, and led to additional collaborations for installations across the 60-acre retail and residential development.
Credits: MVNP, Ward Village
