The Base

The Base has changed the face of Hamilton. In a short time this Tainui owned development has become the retail centre of the Waikato. In order to continue to grow, and to attract both retail tenants and consumers, we needed to show why consumers should shop at the base.

After extensive research into consumer and retailer perceptions we found that we needed to find a way to brand the destination, rather than simply highlight the individual retailers.

However, this needed to be tempered by a desire to promote what we felt was the key advantage that The Base had over other aggregated retail shopping experiences – the “hard-core shopping” nature of The Base.

Everything at The Base is there to improve the shopping experience. It is not a social experience with some shops - it's a top-class shopping experience with everything you need to make your time there enjoyable. It has all the iconic NZ retail and bulk retail brands and everything you need to support your shopping experience.