Approach & Solution
RX Group partnered with THL to deliver the vision from strategy through to execution. of the Experience Centre. Leveraging deep category expertise and insight from THL’s existing sites in NZ and Australia, we started with shake-out sessions and envisioning workshops, aligning stakeholders on ambitions, priorities, and practical realities.
From there, our role expanded into end-to-end concept development, store design, and delivery of a retail experience that sets a new benchmark in the RV sector.
Our key priorities:
A Connected Customer Journey: Linking multiple buildings and outdoor areas into a logical, engaging flow that feels effortless for customers.
Experience-Led Design: Creating immersive touchpoints and moments of brand storytelling to differentiate THL from the utilitarian layouts typical of the category.
Bespoke Fixture Development: Designing fixtures that reflect THL’s brand aesthetic while optimising space for high-value products and accessories.
Smarter Category Planning: Reshaping product adjacencies to drive cross-sell and improve operational efficiency.
Holistic Execution: From wayfinding and signage to material finishes, every detail was considered to create a cohesive, elevated experience.
The Result
The launch of the THL Waitomokia RVSC Experience Centre marks a step change for RV retail. What was once a sprawling, multi-building site is now an integrated, inspiring destination—part retail store, part brand showcase, and part experiential playground.
This isn’t just a store. It’s a blueprint for the future of RV retail: immersive, strategic, and firmly anchored in customer experience. Through RX Group’s leadership in envisioning, design, and delivery, THL now has a flagship space that reflects its global stature and sets a new standard for the industry.
THE APPROACH
+ SOLUTION
THE
CHALLENGE
WHAT
WE DID
Due Diligence Audit | Envisioning Workshops | Shake-Out Sessions | Strategy Development | Category Review & Alignment | Retail Experience Concept | Customer Journey Mapping | Full Retail Design & Execution
Relocating THL’s operations to the expansive former Villa Maria Estate was a bold move - and a complex one. The new campus THL Waitomokia Campus, spans 7.4 hectares and comprises three separate buildings, significantly larger than their previous premises. This scale introduced both opportunity and complexity: how to create a cohesive, customer-centric environment across such a vast footprint while supporting multiple business functions: rental, retail, and global support teams.
Our brief involved the ambitions not to simply replicate a standard RV retail model. THL wanted a flagship Experience Centre that would redefine the category. A space that felt immersive, world-class, and unmistakably aligned with THL’s ethos of outdoor adventure and travel freedom.
Key challenges included:
- Unifying multiple spaces into a single, intuitive customer experience
- Reimagining product adjacencies and category alignment for clarity and efficiency
- Designing for scale without sacrificing intimacy or engagement
- Infusing the brand’s adventurous spirit into every element of the physical environment
Tourism Holdings Limited
Tourism Holdings Limited (THL) is a prominent New Zealand-based tourism company and the world’s largest commercial RV and campervan rental operator. Listed on the NZX since 1986, THL operates across New Zealand, Australia, the USA, Canada, and the UK/Ireland. Their business model is vertically integrated, spanning the manufacture, rental, and sale of motorhomes, campervans, and caravans, alongside complementary tourism activities.
The strength of THL’s portfolio lies in its stable of iconic brands: Maui, Britz, Mighty, Road Bear (USA), El Monte RV (USA), CanaDream (Canada), Apollo (Australia), and more. Together, these brands make THL the global benchmark for road travel experiences.