What World of WearableArt does

World of WearableArt (WOW) is a New Zealand-based private company that operates an annual international wearable art competition culminating in a multi-week theatrical arena show held at TSB Arena, Queens Wharf, Wellington. Founded in 1987 by Dame Suzie Moncrieff, the company runs a global designer competition accepting entries from 20+ countries, with finalist garments presented each year in a live production (approximately 100 minutes per performance, no interval) combining wearable art, live music, dance, and aerial choreography. The company operates with 11–50 employees from its Nelson and Wellington locations under current CEO David Tingey, and is incorporated as World of WearableArt™ Limited (NZ company number 1152036).

Revenue is generated through multiple streams: primary ticket sales across eight tiers ranging from NZ$69 (Restricted View) to NZ$6,799+GST (VIP Tables Plus), premium add-on experiences (Stageside dining NZ$309–NZ$449, Stageside Plus NZ$409–NZ$449, Taste of WOW from NZ$99+), merchandise (show programmes NZ$30–NZ$35, audio guides NZ$15–NZ$20), competition entry fees, sponsorships (Wellington City Council, Mainfreight, Mazda), and a recently launched loyalty programme (WOW Rewards, 1 point per NZ$25). Distribution is entirely direct-to-consumer via the PatronBase online ticketing platform with no third-party resellers allowed. Strategic partnerships with QT Wellington, Sojourn Apartment Hotel, and Great Journeys New Zealand extend the offering into accommodation and travel bundles.

The underlying technology stack is limited to a digital ticketing and e-commerce platform; no AI/ML, no proprietary model, and no published API or integrations are disclosed. WOW reached a cumulative one million tickets sold milestone in May 2025 and is currently promoting its 2026 show "GLO!" (17 September – 4 October 2026) with six creative section themes (Bizarre Bra, Metallic, Kinetic, Aotearoa, Avant-garde, Open).

Name

World of WearableArt

Legal name

World of WearableArt™ Limited

Website

https://worldofwearableart.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

World of WearableArt operates an annual international wearable art competition and theatrical arena show at TSB Arena in Wellington, New Zealand. It sells tickets to consumers globally, accepts competition entries from designers across 20+ countries, and produces premium live entertainment experiences and branded merchandise.

Ownership category

akta.pro rank

Product category

Live theatrical entertainment

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Circus, Magic & Variety Shows (THAJAFAH)

Keywords

• Live theatrical entertainment
• Wearable art competition
• Arena show production
• Designer competition platform
• Experience ticketing

Headquarters

HQ city

Nelson

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Ticket Sales: Primary revenue stream from multi-tiered ticket sales to the annual WOW Show, ranging from budget C Reserve ($89-$119) to premium VIP Tables ($5,199-$6,799+GST). Ticket pricing varies by performance type (Opening Night, Off-Peak, Standard, Peak) and seating category.
2. Merchandise Sales: Sale of WOW-branded merchandise including show programmes ($30-$35), audio guides ($15-$20), and other merchandise through the online store.
3. Competition Entry: Designers pay entry fees to participate in the annual wearable art competition. The competition culminates in the live show.
4. WOW Rewards Loyalty Programme: Customers earn points on ticket purchases (1 point per $25 spent), redeemable on future show tickets within 15 months, driving repeat attendance.
5. Experiences and Add-ons: Premium experience packages including Stageside dining ($309-$449), Stageside Plus with backstage tours ($409-$449), Taste of WOW dining ($99+), NZSL interpreted performances, and WOW Train packages.
6. Sponsorship and Partnerships: Partnerships with sponsors including Wellington City Council, Mainfreight, and Mazda provide financial and in-kind support for the show.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

World of WearableArt (WOW) produces an annual large-scale theatrical show in Wellington that culminates an internationally recognized wearable art design competition. The core offering combines live entertainment (music, dance, aerial choreography) with competition showcases, multi-tiered ticketing from budget to VIP Tables, premium add-on experiences (Stageside, Taste of WOW), and designer competition entry services. Revenue is generated primarily through ticket sales, competition entry fees, merchandise, and sponsor partnerships.

Product overview

World of WearableArt (WOW) operates as a single unified live entertainment experience centered around an annual theatrical show. The core offering is the WOW Show, a spectacular production combining arena entertainment with the world's leading wearable art competition. Supporting products include ticketed experiences (Stageside, VIP Tables, WOW Train), add-ons (Audio Guide, Show Programme, Taste of WOW), a loyalty programme (WOW Rewards), merchandise store, and the Wearable Art Archive digital collection. The company also runs the international Designer Competition through its Designer Portal. The 2026 show theme is GLO! running 17 September - 4 October at TSB Arena, Wellington.

Differentiator

Problem solved

Functional benefit

Products and services

• WOW Show (GLO!) The annual World of WearableArt Show is New Zealand's largest theatrical spectacle, combining arena entertainment with the world's leading wearable art competition. The show features live music, dance, aerial choreography, and world-class wearable art finalists on stage.
• WOW Competition The internationally renowned wearable art competition that showcases finalist garments from designers across the globe. Designers enter through the Designer Portal with entry information, competition rules, section themes, and awards and prizes available.
• Stageside Experience Premium up-close show experience at stageside tables with bubbles on arrival, tasting plates, early access, and complimentary WOW Show Programme. Includes Stageside Plus option with exclusive backstage tour and post-show viewing of Supreme WOW Award winning garment.
• VIP Tables Stage side tables for 10 guests with full dining experience, beverages, pre-show entertainment, and WOW Show Programmes. VIP Table Plus includes backstage tour and post-show viewing of the Supreme WOW Award winning garment.
• WOW Audio Guide Ticket add-on providing closer insight into the craft of wearable art. Available at early-bird price of $15, at-show price of $20, or bundled with Programme for $40.
• WOW Show Programme Official show souvenir including details of the full collection of wearable art creations in the competition, insights into making the show, and finalist designers' backstories. Available at $30 pre-show and $35 at-show.
• Taste of WOW All-new experience beyond the stage featuring award-winning garments, roaming performance, and reimagined dining or high tea, steps from the show venue. Priced at $99+ per person.
• WOW Rewards Loyalty Programme Loyalty programme where ticket buyers earn 1 point per $25 spent on WOW Show tickets. Each point is worth $1 and can be redeemed on future WOW Show ticket purchases within 15 months.
• WOW Merchandise Store Online store offering WOW product range including the annual show programme and other WOW-branded merchandise. Currently unable to fulfil international orders.
• Wearable Art Archive Digital collection of finalist garments from previous WOW competitions, including designer information and inspiration behind each artwork.

Quantifiable outcome

• One million tickets sold milestone reached in May 2025

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and supporting.

• Absolutely Positively Wellington City CouncilcoreStrategic or Co-development PartnerThe Wellington City Council is a key strategic partner providing support for WOW as New Zealand's largest theatrical spectacle. The partnership positions Wellington as the creative capital and destination for the annual WOW Show at TSB Arena.
• MainfreightcoreStrategic or Co-development PartnerMainfreight is a major sponsor of World of WearableArt, supporting the annual show and competition.
• MazdacoreStrategic or Co-development PartnerMazda is a partner sponsor of World of WearableArt.
• QT WellingtonsupportingGTM or Marketing PartnerQT Wellington is the recommended luxury hotel partner for WOW attendees, located along the waterfront within walking distance of TSB Arena. WOW offers discounted accommodation rates for show attendees.
• Sojourn Apartment HotelsupportingGTM or Marketing PartnerSojourn's boutique apartments are recommended as sophisticated accommodation options for WOW show attendees in Wellington city centre.
• Great Journeys New ZealandsupportingChannel Partner/ Reseller/ DistributorGreat Journeys New Zealand offers scenic travel packages to Wellington combined with WOW Show tickets, providing rail and travel options for show attendees.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cirque du Soleil: The world's leading large-format theatrical spectacle producer, combining circus, art, music, and costume-driven performance in ticketed arena/theater residencies and tours. Closely comparable to WOW in format — a recurring, themed live show with premium pricing tiers and global brand recognition.
• STOMP: Long-running ticketed theatrical show with global touring, premium ticketing, and merchandise. Comparable to WOW as an established, single-format live entertainment brand that monetizes the same core show across multiple markets.
• Punchdrunk (Sleep No More): Award-winning immersive theatrical producer operating ticketed, limited-run, location-based live shows with strong brand IP and premium audience experiences. Comparable to WOW as a creator of unique, art-forward live entertainment that cannot easily be replicated.
• Fuerza Bruta: Argentine immersive theatrical production that, like WOW, combines spectacle, costume, music, and movement in ticketed arena-format shows. Comparable as a non-narrative, art-driven live entertainment experience touring internationally.
• Royal Edinburgh Military Tattoo: Annual ticketed large-scale theatrical spectacular held in a single host city (Edinburgh), combining performance, music, and cultural showcase with global broadcast reach. Mirrors WOW's structure: one city, one annual run, premium tiers, tourism-driving anchor event.
• Mummenschanz: Swiss mime and visual theatre troupe producing ticketed arena-format theatrical shows with costume/mask-driven artistry. Comparable to WOW in combining wearable visual art with theatrical performance as the headline act.
• Blue Man Group: Producer of long-running, theatrical, ticketed live shows with strong brand IP and premium add-on experiences. Operates a similar model of high-production, audience-focused arena/theater entertainment with merchandise and VIP offerings.

Regional players

• The Wiggles: Australia/NZ-headquartered live family entertainment brand that sells out large arena tours across Australasia with premium ticketing and merchandise. Comparable as a regional live entertainment IP with strong brand loyalty, though aimed at a younger demographic than WOW.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 World of WearableArt