In the heart of France lies Te Arawhata – The New Zealand Liberation Museum, a beacon of history and heritage. One of its most compelling displays is “From the Field to the Front,” an exhibition designed by The Letter Q. This poignant showcase unveils the untold story of how rugby, New Zealand’s national game, intertwined with the harrowing experiences of World War I.
Our Clients The New Zealand Memorial Museum Trust sought to create an exhibition that was not only impactful and educational but also compact, transportable, and easy to assemble on site. Their goal was to honor the achievements and sacrifices made by New Zealand troops and to explore how rugby helped these soldiers through the war. The solution needed to be a modular exhibit that struck the right balance between remembrance and shared heritage.
The design process began with exhaustive image research to ensure all fallen All Blacks were represented. The Letter Q utilized their extensive experience in sourcing and licensing the right images to expand upon each narrative theme. The concept development and ideation phase involved multiple design iterations and refinements, with a focus on modular components and straightforward specifications to guide installation. Typographic treatments were used to create a hierarchy with dates, guiding visitors through a chronological journey.
The final design addressed the initial problem by creating a durable and lightweight exhibit, making shipping viable and installation fast within a tight window of time. Careful communication with team members on the ground in Le Quesnoy ensured accuracy in all aspects of the specification, from lighting and audiovisual components to working within a heritage building from the 1890s.
The impact of the exhibition was profound. Hundreds of Kiwis traveled to Le Quesnoy to celebrate the opening of the museum, with former Governor-General of New Zealand Sir Jerry Mateparae and Marie-Sophie Lesne, the Mayor of Le Quesnoy, officiating the event. Traditionally, Le Quesnoy has not experienced much tourism, but the museum is now on track to receive around 25,000 visitors this year, significantly boosting the local economy.
Client feedback has been overwhelmingly positive. Stakeholders have shared the achievement of this exhibition with their communities and networks. Many New Zealanders in France for the Rugby World Cup included the exhibition in their itinerary, listing it as a highlight of their visit.
The Letter Q’s expertise in graphic design, image research, 3D exhibition design, and modelling was crucial to the project’s success.
