DNA Design for the Bidwill Family
Contemporising the splendour of a golden age.
There is an unexpected surprise as you come across the entrance to the estate set amongst this very rural New Zealand setting. It is somehow refined, and yet perfectly suited to this location.
Client
DNA Design for the Bidwill Family
Project
Brand Creation
Location
Wairarapa, New Zealand
Year
2023
-
2024
Role
Designer
Agency
Provenance
Category
Hospitality and Arts
Contributors
Grenville Main – Photography and Creative Direction
Brand Signature
Concept Creation
Creative Direction
Visual Identity
Detailed Design
Nestled in the tranquil southern Wairarapa countryside lies Rototawai, a restored homestead and landscape steeped in history and artistic expression. This family property, now overseen by a charitable trust, offers the public a unique opportunity – to experience a private art collection, explore a stunning natural environment, and even step back in time within the historic home.
Rototawai represents a significant example of architect Stanley Fearn’s work, showcasing his personal interpretation of the English neo-Georgian style in domestic architecture. Extensive renovations have revitalised the homestead, creating dedicated gallery spaces to showcase an extensive art collection. The surrounding land, lake, and estate grounds were transformed into a multipurpose venue, perfect for hosting events or simply enjoying a range of activities like hunting and fishing.
Drawing inspiration from the Bunyan Pine (Araucaria Bidwilli) – a majestic tree with a distinct cone, found scattered across the estate – we crafted a core icon for the brand identity. This symbol, along with meticulously designed signage and visual elements, reflects the prestigious nature of Rototawai and enhances the overall visitor experience.
Past, present and future are embodied in the representation of the Araucaria Bidwillii cones that form the Rototawai brand. They depict the history of the Bidwill family in Kahutara.
There have been extensive renovations to the home and buildings and nothing feels out of place. It is expansive at one level, and intimate at another. The artwork perfectly positioned to add to the compelling narrative the estate offers up.
The identity has given the venue a unified sense of purpose even though the experiences are quite different; the splendour of the gardens and estate, or the eclectic nature of the art collection.