From city to stage: How Wellington inspires WOW’s creative spirit

For 20 years Wellington has been the home of the World of WearableArt (WOW) Show. Every year brings new ideas, stunning design, and unforgettable energy to the capital, with a unique theme shaping the show. 

Executive Creative Director Brian Burke is back to lead the creative development of the WOW Show: RISE. Brian has lived in Las Vegas for 22 years, where his company, Brian Burke Creative, produces everything from global TV events to world tours. But it’s the Wellington-based WOW Show that keeps pulling him back to New Zealand. For Brian, it’s the chance to build something bold, fresh, and surprising every year in a city filled with ideas and innovation.

“I love the creative energy of the city. The restaurants, the people, the community is so special,” says Brian. “I am proud to call Wellington my home away from home.”

This is his fourth WOW in Wellington, and each time he returns, he sees the buzz of the show taking over the city. Local restaurants, bars and cafés embrace the WOW spirit. Brian loves to make time to see the special WOW-themed cocktails and menus at cosy, cool spots like The Library.

“WOW is the most creative experience I have had the privilege to be a part of,” he says. “To dream up and create a new show every year is a thrill. I’m inspired by the designers and the entire creative and production team, where our collaboration leads to magic for the spectator.”

WOW is never the same show twice. Each season begins with a new theme, new ideas, and a fresh creative vision. Brian's role is to take it further — turning design into story and performance into spectacle. Every detail supports the wearable art and brings it to life.

“We always ‘shake up our thinking’ to provoke new ideas. What we’re finding is that innovation is elevating the tradition,” says Brian. “In 2024 we invested in a groundbreaking sound system which has completely transformed the audio experience within the arena and was an Aotearoa first.”

For Brian, with the storey’s-high video projections and ever-evolving stage design, the goal is to bring the garments even closer to the audience.

When he has time between rehearsals, Brian likes visiting Charley Noble for fish and chips, and popping into local art galleries to find a piece of Kiwi art to take home. He also makes time for a morning coffee and a stroll along the waterfront — a ritual that helps keep the creative ideas flowing.

Since first coming to the capital in 2018, Brian says Wellington has made a lasting impression. One day, he’d love to live in the city full-time.

“Wellington is a truly special place in the world with wonderful people doing extraordinary things. We are honouring and celebrating 20 years of WOW in Wellington this year, so we have a few surprises in store!”

With 20 years of Wellington hosting and Brian bringing a fresh creative lens every year, the 2025 WOW Show in the creative capital is a show you won’t want to miss.