Ashburton Art Gallery Rebrands to Rokowhiria in New Initiative

The Ashburton Art Gallery and Museum has announced a rebranding to the name Rokowhiria, a decision made after receiving the name as a gift from the local iwi, Te Rūnaka o Arowhenua. This initiative was embraced by Ashburton Mayor Neil Brown, who expressed gratitude for the new name, describing it as “a nice short word” that the community should be able to pronounce and appreciate.

The name Rokowhiria was proposed by Tewera King, the Ūpoko of Te Rūnaka o Arowhenua, who emphasized that it is among the more accessible Māori words. The Ashburton Council unanimously accepted the name during a recent meeting, although the specifics of its integration into the gallery’s identity are still under discussion.

Details of the Rebranding Process

While the rebranding signifies a shift in identity, it is not strictly a name change. It is expected that the facility will be referred to as Rokowhiria Ashburton Art Gallery and Museum, akin to the naming of Te Whare Whakatere, the local library and civic centre. Sarah Mosley, the Council’s People and Facilities Group Manager, indicated that decisions regarding the branding process will involve input from councillors.

Chief Executive Hamish Riach clarified that adjustments to external signage will be addressed separately, as these changes require a resource consent process. “The gift of the name is to consolidate the merger of the art gallery and museum,” Riach stated. He added that current signage reflects the earlier branding of the Ashburton Art Gallery and Heritage Centre, which no longer applies.

The operational budget for the art gallery and museum will cover expenses related to this rebranding effort. Mayor Brown noted that King received no financial compensation for the name. Instead, he humorously remarked, “you will get a cup of tea and a sandwich” following the meeting.

Historical Context and Community Reactions

The Ashburton Art Gallery and Museum has operated within the same building since 1995 and transitioned to a purpose-built facility in 2015. Despite functioning as distinct entities, they officially merged in June 2021. The council sought a name in te reo Māori to mark this union, leading to King’s proposal of Rokowhiria.

The name holds significance, as “Roko” is derived from the Kāi Tahu dialect of the Māori word for the deity Rongomātāne, who represents agriculture, abundance, creativity, and peace. “Whiria” relates to the concept of weaving or braiding, symbolizing the intertwining of art and history within the facility.

The council’s consideration of the new name has sparked mixed reactions on social media. Some comments on the Ashburton Guardian Facebook page criticized the rebranding as a misuse of funds and highlighted concerns over the pronunciation of the name. Others defended the change, calling it a “beautiful, meaningful name.”

As the Ashburton Art Gallery and Museum moves forward with its rebranding to Rokowhiria, the council aims to foster a stronger connection with the community while honoring its cultural heritage. The process of integrating this new identity will unfold as discussions continue among council members and the local iwi.