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In early 2023, Psychoactive partnered with WOW to reimagine their digital platform, creating a future-proof website capable of supporting ticketing, international competition entries, editorial content, and merchandise within a single, cohesive experience, while reliably supporting tens of thousands of visitors during peak show periods.","text",{"type":31,"children":37},[38],{"text":39,"type":35},"",{"type":31,"children":41},[42],{"text":43,"type":35},"Moving away from an ageing WordPress setup, we designed and built an enterprise-scale Webflow website with over 50 bespoke pages and multiple third-party integrations. The platform was rebuilt to give WOW greater control, speed of iteration, and independence across show cycles. It prioritises narrative-led layouts while significantly improving usability, performance, and discoverability. Since launch, we have continued to partner with WOW year on year, evolving the site for each annual show and competition while actively improving content structure, SEO, and conversion performance.",[45,59,76,87,92,102,107,117,121,131,135,145,149,159,163,173,177,188,192,203,207,217,221,232],{"__component":46,"id":47,"image":48,"mobile":9},"work.container-image",146,{"id":49,"documentId":50,"name":51,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":52,"ext":53,"mime":54,"size":55,"url":56,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":58,"updatedAt":58,"publishedAt":58,"locale":9},412,"kgp3oiym2bq4heaui43ly82x","WOW - VIDEO.mp4","WOW_VIDEO_b94b1572b9",".mp4","video/mp4",4383.38,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/WOW_VIDEO_b94b1572b9.mp4","/1/9","2026-03-01T07:21:49.821Z",{"__component":60,"id":61,"size":62,"columns":9,"stats":63},"work.stats-grid",33,"large",[64,68,72],{"id":65,"text":66,"title":67},112,"$30M+","annual economic impact",{"id":69,"text":70,"title":71},113,"60,000+","annual attendees",{"id":73,"text":74,"title":75},114,"40+","Countries represented",{"__component":77,"id":78,"image":79,"mobile":9},"work.fullwidth-image",560,{"id":80,"documentId":81,"name":82,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":83,"ext":18,"mime":19,"size":84,"url":85,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":86,"updatedAt":86,"publishedAt":86,"locale":9},259,"mbljpoy76w3t3a1cx88wdedc","Wow slide hero .avif","Wow_slide_hero_8576f64628",481.98,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/Wow_slide_hero_8576f64628.avif","2026-02-25T09:17:57.243Z",{"__component":88,"id":89,"text":90,"subTitle":91},"work.quote",13,"On one level, the World of WearableArt is the most lavish catwalk show in the world. On another level, it is an art exhibition blown up to epic proportions. And on yet another level, it’s theatre at its finest; it’s as close as New Zealand gets to Broadway.","As described by The Spinoff",{"__component":77,"id":93,"image":94,"mobile":9},561,{"id":95,"documentId":96,"name":97,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":98,"ext":18,"mime":19,"size":99,"url":100,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":101,"updatedAt":101,"publishedAt":101,"locale":9},254,"pw2wte2cdj0picn2pv1667jc","wow slide 1.avif","wow_slide_1_2bfc8f655b",123.92,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_1_2bfc8f655b.avif","2026-02-25T09:17:56.865Z",{"__component":103,"id":104,"title":105,"description":106},"work.text-section",500,"Defining a cinematic entry point","             The homepage was designed as a theatrical opening, immediately immersing visitors in the scale and prestige of WOW. Full-bleed imagery, bold typography, and carefully paced hierarchy balance emotion with clarity, guiding users towards ticketing, show information, and competition pathways without diluting the sense of spectacle.",{"__component":77,"id":108,"image":109,"mobile":9},562,{"id":110,"documentId":111,"name":112,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":113,"ext":18,"mime":19,"size":114,"url":115,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":116,"updatedAt":116,"publishedAt":116,"locale":9},253,"enxj4npkjevtzzfcl5rf9upk","wow slide 2.avif","wow_slide_2_e62a3ea096",93.33,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_2_e62a3ea096.avif","2026-02-25T09:17:56.863Z",{"__component":103,"id":118,"title":119,"description":120},501,"Translating live spectacle into digital form","             Show pages were crafted to echo the experience of being inside the theatre itself. Fullscreen layouts, restrained motion, and minimal interface elements allow garments, performers, and lighting to take centre stage, while still delivering essential information that supports ticket discovery and purchase.",{"__component":77,"id":122,"image":123,"mobile":9},563,{"id":124,"documentId":125,"name":126,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":127,"ext":18,"mime":19,"size":128,"url":129,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":130,"updatedAt":130,"publishedAt":130,"locale":9},255,"r2hq962fwwofek5zhsz2asz9","wow slide 3.avif","wow_slide_3_243b42faa0",144.79,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_3_243b42faa0.avif","2026-02-25T09:17:56.958Z",{"__component":103,"id":132,"title":133,"description":134},502,"Preserving WOW’s creative legacy","             The Wearable Art Archive transforms decades of WOW history into a living digital collection. Award-winning garments are presented alongside designer profiles, section themes, and accolades, creating long-term value for designers, fans, educators, and media, while strengthening the site’s depth, search visibility, and cultural relevance.",{"__component":77,"id":136,"image":137,"mobile":9},564,{"id":138,"documentId":139,"name":140,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":141,"ext":18,"mime":19,"size":142,"url":143,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":144,"updatedAt":144,"publishedAt":144,"locale":9},258,"nbundzvbgshchvbn13t4ccdp","wow slide 4.avif","wow_slide_4_da562319d3",159.27,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_4_da562319d3.avif","2026-02-25T09:17:56.960Z",{"__component":103,"id":146,"title":147,"description":148},503,"Simplifying a complex global competition journey","             Entering WOW is a detailed, multi-stage process involving designers from around the world. We restructured the competition experience to clearly guide entrants through themes, key dates, preparation, submission, and judging. Complex information is broken into digestible modules, reducing friction while supporting WOW’s growing international participation and year-round engagement.",{"__component":77,"id":150,"image":151,"mobile":9},565,{"id":152,"documentId":153,"name":154,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":155,"ext":18,"mime":19,"size":156,"url":157,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":158,"updatedAt":158,"publishedAt":158,"locale":9},252,"t58oulv5mspwgema1go2swus","wow slide 5.avif","wow_slide_5_6e5f00e2f0",112.03,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_5_6e5f00e2f0.avif","2026-02-25T09:17:56.854Z",{"__component":103,"id":160,"title":161,"description":162},504,"Creating a platform for ongoing storytelling","             The Content Hub supports regular publishing across designer stories, competition updates, behind-the-scenes features, and organisational news. Built for scalability, this section plays a key role in ongoing SEO improvements, audience retention, and keeping the platform active well beyond the show season.",{"__component":77,"id":164,"image":165,"mobile":9},566,{"id":166,"documentId":167,"name":168,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":169,"ext":18,"mime":19,"size":170,"url":171,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":172,"updatedAt":172,"publishedAt":172,"locale":9},250,"c1pux9vawb1f98j59fy0ld5k","wow slide 6.avif","wow_slide_6_e98e7912fa",89.52,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_6_e98e7912fa.avif","2026-02-25T09:17:56.761Z",{"__component":103,"id":174,"title":175,"description":176},505,"Reflecting the scale of the people behind WOW","             WOW is powered by hundreds of people, from designers and performers to models, crew, judges, and the core team. The website was designed to better reflect this collective effort, surfacing the human stories behind the show and reinforcing WOW as a global creative community rather than a single event.",{"__component":77,"id":178,"image":179,"mobile":9},567,{"id":180,"documentId":181,"name":182,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":183,"ext":18,"mime":19,"size":184,"url":185,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":186,"updatedAt":186,"publishedAt":187,"locale":9},251,"tkhq3t244tqgjulsupm4mofw","wow slide 7.avif","wow_slide_7_4915844f42",110.1,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_7_4915844f42.avif","2026-02-25T09:17:56.772Z","2026-02-25T09:17:56.773Z",{"__component":103,"id":189,"title":190,"description":191},506,"Designing moments of delight throughout the experience","             Moments of surprise are woven throughout the site to keep the experience feeling alive and expressive. From immersive transitions to unexpected visual details, the platform rewards exploration. Even the footer evolves dynamically, displaying a different garment on each visit to keep the experience fresh and continually celebrate WOW’s creative output.",{"__component":77,"id":193,"image":194,"mobile":9},568,{"id":195,"documentId":196,"name":197,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":198,"ext":18,"mime":19,"size":199,"url":200,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":201,"updatedAt":201,"publishedAt":202,"locale":9},249,"dztisqjp51zi0kf0hgt8ylla","wow slide 8.avif","wow_slide_8_c4f44575d2",84.36,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_8_c4f44575d2.avif","2026-02-25T09:17:56.559Z","2026-02-25T09:17:56.560Z",{"__component":103,"id":204,"title":205,"description":206},507,"Balancing multiple audiences with a unified experience","             The platform was designed to serve multiple, distinct audiences, including first-time visitors learning what WOW is, ticket buyers planning their visit, designers entering the competition, and returning fans exploring the archive. Clear content hierarchy, intuitive pathways, and ongoing UX refinements ensure each audience can quickly find what they need without fragmenting the overall experience.",{"__component":77,"id":208,"image":209,"mobile":9},569,{"id":210,"documentId":211,"name":212,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":213,"ext":18,"mime":19,"size":214,"url":215,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":216,"updatedAt":216,"publishedAt":216,"locale":9},256,"rhx062j6o2xojl4u2mn0yflr","wow slide 9.avif","wow_slide_9_4a1f7c5538",129.37,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_slide_9_4a1f7c5538.avif","2026-02-25T09:17:56.959Z",{"__component":103,"id":218,"title":219,"description":220},508,"Building a platform designed to evolve","             Beyond responsiveness, the site was built with longevity in mind. Clean CMS structures, flexible layouts, and performance-focused implementation allow WOW’s internal team to update content confidently, while enabling ongoing optimisation across SEO, accessibility, and conversion. The website  underpins ticket sales, competition participation, and global discovery, while supporting WOW’s role as a major cultural institution and long-term contributor to Wellington’s creative economy.",{"__component":46,"id":222,"image":223,"mobile":9},147,{"id":224,"documentId":225,"name":226,"alternativeText":9,"caption":9,"width":9,"height":9,"formats":9,"hash":227,"ext":18,"mime":19,"size":228,"url":229,"previewUrl":9,"provider":22,"provider_metadata":9,"folderPath":57,"createdAt":230,"updatedAt":230,"publishedAt":231,"locale":9},257,"qrnjdlq5k80e9opoxpxkw1vn","wow last slide.avif","wow_last_slide_3c5b34ac50",396.99,"https://new-psychoactive-website-media.syd1.cdn.digitaloceanspaces.com/wow_last_slide_3c5b34ac50.avif","2026-02-25T09:17:56.961Z","2026-02-25T09:17:56.962Z",{"__component":233,"id":234,"text":235,"showButton":236,"customLink":9,"buttonText":9,"textWidth":9},"work.launch-website",95,"A future-proof digital platform that supports WOW’s growth, global reach, and cultural impact year after year.",false,{"id":238,"documentId":239,"firstname":240,"lastname":241,"username":9,"email":242,"password":243,"resetPasswordToken":9,"registrationToken":9,"isActive":244,"blocked":236,"preferedLanguage":9,"createdAt":245,"updatedAt":246,"publishedAt":247,"locale":9},2,"exvdhgds80ypk8b0l1utsq7e","Andrew","Hillstead","andrew@psychoactive.co.nz","$2a$10$joP32hg/xKDRp5dVU89Wy.iHkRuY8OCvyoHwuVW85Ykg6s2yA6UIm",true,"2025-11-18T17:43:26.643Z","2025-11-18T23:22:05.488Z","2025-11-18T17:43:26.644Z",{},1777017609368]