TAURANGA, New Zealand, March 17, 2021 /PRNewswire/ — Comvita, international market chief in Mānuka honey, has at present introduced the official opening of its state-of-the-art Wellness Lab experiential house in the Viaduct, Auckland – seamlessly integrating nature and science to take visitors on a wealthy and distinctive multi-sensory journey that may deliver an unparalleled depth to their perceptions of honey, Mānuka and bees.
Visitors to the world-class house will likely be guided by way of a tasting tour that engages every of the 5 senses (together with odor, contact, sight and listening to) – celebrating the distinctive and sophisticated flavour profile of every Comvita mono-floral honey as an expression each of the place it was harvested, and the care and a spotlight paid at each step of its journey to houses round the world.
The bookable signature tasting journey inside the Wellness Lab’s boutique 180-degree theatre is an unforgettable 45-minute expertise, hosted by beekeeper and bee-breeder, Noelani Waters. Visitors will take an unimaginable journey by way of a tasting flight of honeys, accompanied by custom-designed audio-visual components to additional improve their connection to the honeys’ origins, flavour and bio-active complexity.
The Wellness Lab tasting expertise has been delivered to life in shut collaboration with main gastrophysicist and sensory science knowledgeable, Professor Charles Spence, whose earlier work contains collaborations with Heston Blumenthal (of The Fat Duck fame) amongst many different main cooks, mixologists, and perfumers.
Group CEO of Comvita, David Banfield, says “New Zealand’s Mānuka honey trade is a uniquely vibrant one which encapsulates many of the rules and values so essential to our nation. It permits us to inform our story of efficacy, high quality, product excellence, sustainability, and the broader precept of Kaitiakitanga (or guardianship over nature), and place New Zealand as a world chief on the world stage.
“With the launch of the Comvita Wellness Lab, we needed to supply all New Zealanders with a world-class house the place they will go to attach with Comvita’s scientific experience and achieve a new-found appreciation for New Zealand honey and our wonderful pals, the bees. It’s our aim that the Lab will turn into a vacation spot and academic hub for patrons, colleges and different curiosity teams,” says Banfield.
Global Head of Marketing Comvita, David Bathgate, says, “The Wellness Lab additionally serves as a world-leading response to the exponential acceleration and adoption of e-commerce, fueled by the international pandemic. As shopper behaviour essentially modifications in the direction of the act of buying, we all know that the future of retail will likely be to ship immersive, memorable experiences that can’t be present in a standard on-line retailer – the place retailers shift from locations with inventory to areas that exist to teach, entertain, and construct neighborhood.”
The Wellness Lab’s reimagining of the conventional retail expertise continues with the simultaneous launch of Comvita’s on-line 3D digital retailer – together with a stunningly practical New Zealand forest for customers to discover and find out about the science of our native Mānuka tree, the bees and the hive.
“It was important for the digital retailer to seamlessly combine with the bodily Wellness Lab house, to proceed that immersive model and product buy journey. The future of retail lies in the supply of significant multi-channel shopper experiences, and we’re extremely proud to be at the forefront of this motion,” says Bathgate.
Every factor that customers work together with as half of their Wellness Lab expertise, from the theatre chairs to the tasting spoons, has been rigorously designed and sourced (in partnership with lead design company Blur the Lines) to mirror Comvita’s dedication to Kaitiakitanga, and the high quality and authenticity of the model. Collaborations with native New Zealand artisans and craftsmen have been an integral half of this course of.
The opening of the Wellness Lab in early March coincides with the international launch of Comvita’s new premium Special Reserve UMF 25+ (MGO 1200+) Mānuka honey. The Special Reserve UMF 25+ Mānuka honey could be bought on-line by way of the Comvita digital retailer, or at any Comvita retail outlet – together with the Wellness Lab in Auckland.
The new Comvita digital retailer could be skilled at www.wellnesslab.comvita.co.nz
The new Comvita Wellness Lab is positioned at 139 Quay Street, Viaduct Basin, Auckland.
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About Comvita (www.comvita.co.nz) Comvita (NZX: CVT) was based in 1974 and is the pioneer and international market chief of the Mānuka honey class. Comvita is dedicated to the long-term improvement of Mānuka and Bee merchandise backed by unrivalled scientific knowhow. Comvita lately introduced its sponsorship of the NZ pavilion at the World Expo in Dubai specializing in Kaitiakitanga (guardianship and safety of the planet).