Inaugural Wharf to Wharf Live Art Trail Campaign Results

The inaugural Wharf to Wharf Live Art Trail brought a dynamic new cultural experience to Auckland’s waterfront, transforming key public spaces into a series of open-air studios. Designed to attract visitors, support the creative sector, and activate the city centre, the trail connected Silo Park to Queens Wharf through a programme of live art, workshops, open studios, and a final exhibition and auction.

Delivered between 21 February and 21 March, the project invited the public to experience art in real time, engage directly with artists, and explore the waterfront in a new way.

The concept

The Live Art Trail centred on accessibility, visibility, and interaction. More than 30 artists from Auckland and beyond created work on-site across a curated trail of seven activation zones:

• Queens Wharf
• Te Komititanga Square
• Commercial Bay Airbridge
• Viaduct Harbour Market Square
• Te Wero
• Wynyard Quarter (Wynyard Pavilion)
• North Wharf (Silo Park / Silo 6 Gallery)

Visitors were able to move freely between locations, observe artworks as they developed, and engage in conversation with artists. This direct interaction created a more personal and immersive experience of the creative process.

Audience engagement and artist feedback

The activation successfully attracted a highly engaged audience, supported by its alignment with the Moana Auckland Festival, which helped bring visitors with a strong interest in arts and culture.

• Approximately 50% of visitors were aware of the activation through social media, previous visits, or word of mouth
• Visitors expressed a strong interest in seeing more activations like this across the city
• An estimated 10% of visitors indicated intent to visit Silo 6 Gallery, demonstrating continued engagement beyond the initial experience
• Feedback from participating artists was extremely positive

Digital performance

Digital content played an important role in supporting awareness and navigation of the trail.

• The core Wharf to Wharf campaign page generated 15,713 views
• 12,251 active users engaged with the content
• 1.28 views per user, indicating repeat visits and ongoing interest
• A printed and digital map, including a QR code linking to the campaign landing page, enabled visitors to easily access artist profiles, locations, and programme details.

Attendance and reach

• Estimated total attendance across the Live Art Trail and exhibition: 15,700

Partners and delivery

The project was funded by Tātaki Auckland Unlimited Limited and proudly presented in collaboration with Rockit Arts Events, Meet the Artists Collective, and Resene Paint In association with Auckland Council, Auckland Live, Moana Auckland Festival, Precinct Properties and Viaduct Harbour. With support from the City Centre Targeted Rate.

The Wharf to Wharf Live Art Trail introduced a new model for cultural activation in Auckland’s city centre. By combining live art, public interaction, and a connected waterfront experience, the campaign delivered strong audience engagement and positive outcomes for the creative sector.

It demonstrated the value of accessible, place-based cultural programming in creating vibrancy, encouraging exploration, and strengthening connections between people, the city and its businesses.