Fresh Concept

What Fresh Concept does

Fresh Concept is a privately-held multidisciplinary creative place agency headquartered in Auckland (Tāmaki Makaurau), New Zealand, founded in 2008 and operating with a core team of five specialists plus a flexible network of cultural, creative, and community contributors. The firm delivers end-to-end place management services across a Strategy > Programming > Delivery pipeline, encompassing place positioning and strategy, place branding and marketing, temporary space design and build, spatial and graphic design, experiential event programming, wayfinding, tactical urbanism, community engagement, and research and mapping. Its core product is an integrated placemaking methodology that combines urban design, ecology, urban planning, and community strategy within a single engagement model rather than as siloed services.

Fresh Concept operates as a project-based professional services consultancy, earning revenue through bespoke consultancy fees scoped per engagement. Its go-to-market is sales-led and relationship-driven, with new work generated through direct engagement with public-sector bodies, iwi/Māori organisations, private property developers and managers, and business improvement districts. The firm serves four primary customer segments: Government and Public Sector (Auckland Council, Auckland Transport, Eke Panuku, Whangārei District Council and others); Private Property Developers and Managers (Smales Farm, Oyster Group, Precinct Properties, PAG, Colliers); Iwi and Māori Organisations (Ngāti Whātua Ōrākei, Mana Whenua Forum); and Business Improvement Districts (Heart of the City, Parnell, Takapuna, Panmure, K'rd, Uptown). Long-running flagship projects such as Silo Park (since 2012), Smales Farm, and the Te Ara Tukutuku waterfront strategy anchor recurring multi-year revenue.

The underlying 'technology' of Fresh Concept is its integrated placemaking methodology and multidisciplinary team, not a software platform. Notable marquee projects include Silo Park (described as 'World famous in New Zealand'), Open Streets with Auckland Transport, 38 Hurstmere transitional space management, the Te Ara Tukutuku waterfront strategy consortium with LandLAB, and strategic event delivery for Ngāti Whātua Ōrākei including the 2023 FIFA Women's World Cup. The firm has no disclosed AI, software, or platform components; revenue model is purely professional services; geographic footprint is primarily Auckland and Whangārei with at least one project in Sydney; ownership is founder/operator-led with no external investment disclosed.

Name

Fresh Concept

Legal name

Fresh Concept

Website

https://freshconcept.co.nz

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Fresh Concept is an Auckland-based multidisciplinary creative place agency delivering end-to-end placemaking services — strategy, design, community engagement, and event programming — to government, iwi, private property developers, and business improvement districts across New Zealand.

Ownership category

akta.pro rank

Product category

Place Management Consulting

NAICS

Graphic Design Services (541430), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Activation/Experiential Creative Agencies (MPAAAAAO), Integrated Full-Service Creative Agencies (MPAAAAAA), Creative Concepting & Campaign Development (BPAFAEAD)

Keywords

• Place management consulting
• Placemaking strategy services
• Urban activation services
• Community engagement consulting
• Tactical urbanism services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Consulting and professional services: Project-based professional services for place management, placemaking strategy, design, programming, and delivery. Revenue is derived from consultancy fees for strategy, design, community engagement, event management, and activation services across public, private, and iwi client segments.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Fresh Concept is a multidisciplinary creative place agency that delivers end-to-end place management services spanning strategy, branding, design, and activation. It works with public, private, and iwi partners to position, programme, and deliver public spaces, offering services such as place positioning and strategy, place brand and marketing, temporary space design and build, spatial and graphic design, experiential event programming, wayfinding, community engagement, and tactical urbanism.

Product overview

Fresh Concept is a multidisciplinary creative place agency offering end-to-end place management services from strategy through programming to delivery. The company operates as a single integrated service rather than a platform-plus-modules architecture, providing services including place positioning and strategy, place brand and marketing, temporary space design and build, spatial and graphic design, experiential event programming, wayfinding, community engagement, research and mapping, and tactical urbanism. Fresh Concept delivers these services through a portfolio of named projects including Te Ara Tukutuku, Silo Park, Smales Farm, and various Business Improvement District programmes across Tāmaki Makaurau and New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Place Positioning and Strategy Strategic advisory service that helps public, private, and iwi partners define the positioning, vision, and strategic direction for a place or precinct.
• Place Brand and Marketing Brand and marketing service for places and precincts, including identity development and go-to-market communications for public and private partners.
• Temporary Space Design and Build Design and build service for temporary or pop-up spaces, used to test, activate, or reimagine underutilised areas before permanent investment.
• Spatial and Graphic Design Spatial and graphic design service producing visual identity, environmental graphics, and spatial design assets for place projects.
• Experiential Event and Activation Programming Programming and delivery service for experiential events, activations, and community programmes that bring public and private spaces to life.
• Wayfinding Wayfinding design and implementation service that helps people navigate and experience places, precincts, and public spaces.
• Community Engagement Community engagement service that works with stakeholders, residents, and iwi partners to co-design outcomes and build support for place projects.
• Tactical Urbanism Tactical urbanism service that delivers low-cost, short-term interventions to test and demonstrate long-term place-making ideas.

Quantifiable outcome

• Silo Park has been running and evolving since 2012, described as 'World famous in New Zealand and a staple of the summer calendar'
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and supporting.

• LandLABcoreStrategic or Co-development Partner · 1 January 2022Collaborative partnership on major long-term place strategy projects including Te Ara Tukutuku (headland park precinct development, 2022–present) and Hobson Wharf transitional space management (2022–present, Wynyard Quarter). LandLAB is a landscape architecture and urban design consultancy.
• Mana Whenua ForumcoreStrategic or Co-development Partner · 1 January 2022Ongoing collaboration with the Mana Whenua Forum on the Base Spaces transitional space management project (since 2022) behind Silo Park, in partnership with Eke Panuku Development Auckland. The forum represents collective iwi interests in Tāmaki Makaurau.
• Warren & MahoneysupportingStrategic or Co-development Partner · 1 January 2022Architecture and design consultancy collaborator on the Te Ara Tukutuku project (2022–present), contributing to the multi-disciplinary team alongside LandLAB, Scape Studio, Mott MacDonald, Stellar, Beca, and Done.
• Mott MacDonaldsupportingStrategic or Co-development Partner · 1 January 2022Engineering and advisory consultancy collaborator on the Te Ara Tukutuku project (2022–present), part of a multi-disciplinary team.
• BecasupportingStrategic or Co-development Partner · 1 January 2022Engineering consultancy collaborator on the Te Ara Tukutuku project (2022–present), part of a multi-disciplinary team.
• Scape StudiosupportingStrategic or Co-development Partner · 1 January 2022Design consultancy collaborator on the Te Ara Tukutuku project (2022–present), part of a multi-disciplinary team.
• StellarsupportingStrategic or Co-development Partner · 1 January 2022Collaborator on the Te Ara Tukutuku project (2022–present), part of a multi-disciplinary team.
• DonesupportingStrategic or Co-development Partner · 1 January 2022Collaborator on the Te Ara Tukutuku project (2022–present), part of a multi-disciplinary team.
• Hawke HousesupportingStrategic or Co-development Partner · 1 January 2021Hawke House led the design of the Kia Kotahi fan zone event for Ngāti Whātua Ōrākei during the 36th America's Cup. Fresh Concept collaborated alongside Hawke House on this project.
• Alt GroupsupportingStrategic or Co-development Partner · 1 January 2015Collaborated on the POP public art management project (2015–2019). Alt Group is a New Zealand design agency. Fresh Concept led public art management with Alt Group contributing design expertise.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• LandLAB: Auckland-based landscape architecture and urban design consultancy. Direct peer since Fresh Concept partners with LandLAB on Te Ara Tukutuku and Hobson Wharf, both delivering multi-disciplinary place strategy in Tāmaki Makaurau with overlapping public and iwi client bases.
• Isthmus Group: Auckland-based urban design, landscape architecture, and place strategy practice. Comparable as a multidisciplinary creative agency working on urban regeneration, public realm, and master-planning projects across New Zealand.
• Alt Group: New Zealand design agency specializing in brand, public art, and spatial design. Previously collaborated with Fresh Concept on the POP public art project (2015–2019), serving overlapping public-sector clients with creative and place-based design.

Broad incumbents

• Boffa Miskell: New Zealand landscape architecture, planning, and urban design firm with a broad portfolio across public, private, and iwi sectors. Comparable to Fresh Concept in serving NZ place-based projects at a larger scale and broader geographic footprint.
• Designworks: Auckland-based creative agency offering brand strategy, graphic design, and experiential work. Comparable to Fresh Concept's brand, design, and place identity services for NZ corporate and public-sector clients.
• Project for Public Spaces: Global non-profit consultancy focused on placemaking and public space strategy. Comparable to Fresh Concept as a thought leader and practitioner in the placemaking discipline, working across urban regeneration and community-led design.
• Populous: Global architecture and experiential design firm specializing in sports venues, events, and public realm master-planning. Comparable to Fresh Concept in delivering experiential place-based activations and urban regeneration at much larger scale.
• Gehl: Global urban design consultancy specializing in human-centred city making and public space strategy. Comparable to Fresh Concept in applying place-led strategy to urban regeneration, with much broader international reach.
• Jasmax: New Zealand architecture and design firm with strong public-sector and iwi engagement credentials. Comparable to Fresh Concept in delivering design-led outcomes across community, cultural, and urban regeneration projects in Aotearoa.

Emerging players

• Warren and Mahoney: New Zealand architecture and design practice collaborating with Fresh Concept on Te Ara Tukutuku. Comparable as a partner in multi-disciplinary urban regeneration projects, though focused primarily on built form rather than place management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/freshconceptaotearoa

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fresh Concept