Kudhva Case Study
Who are Kudhva?
Off the beaten track and concealed behind the rugged rolling mounds of Tintagel, lies Kudhva. Kudhva, meaning hideout in Cornish, is a unique collection of wilderness architecture which offers an adventurous, wild and authentic camping experience across 43 acres of abandoned quarry. The site consists of 4 Kudhva, a bar powered by waterfall and a number of other interesting structures designed with exploration and escapism in mind. Louise Middleton, Creative Director and Founder of Kudhva, explains: “I wanted people to really feel like they have achieved something after coming here. The site is built around the land, the Kudhva cabins are 8ft off the ground and people leave feeling they’ve pushed their limits”.
What’s the innovation?
Firstly, the Kudhva hideouts are completely original examples of Cornish Architecture and the whole site has creativity and innovation dripping out of every rock and crevice. The particular innovation that Louise contacted ATI about was a new product entirely – a Kudhva tent. Along with architect Ben Huggins, Louise had the idea to design a Kudhva tent which is easily portable and could be erected within a day. The addition of a tent, made within the Kudhva ethos, would increase visitor capacity and also generate further income which could support the costs of building more permanent Kudhva structures across the unique campsite.
Why are they doing it?
Louise and Ben hope to create a passive income through the sale of this new product, which also has the potential to penetrate other markets, such as the growing festival and glamping markets.
What have they achieved so far?
Kudhva is a truly inspired and enchanting location, as such, many fall in love with its charm… and goats! So it’s no surprise that their Cornish architecture has featured in publications such as the Anatomy of Treehouses by Jane Field-Lewis; a beautiful collection of stylish hideaways and retreats from all over the world. They also made it into the new Gestalten book of Hideouts, alongside some other truly spectacular cabins, treehouses and huts – this was a particularly poignant moment for Louise. In addition to this, Kudhva joined forces with Carlsberg and New British Design to build a Carlsberg Bar & Cabin. It’s the world’s first off-grid bar powered by waterfall and their team built the bar in just a week, filming the whole process for a campaign. Finally, they’ve also been shortlisted for the Wood Awards; the UK’s premier competition for excellence in architecture and product design using the world’s only naturally sustainable materials. Kudhva are one of three projects in the shortlist for the Small Project Award.
What business support have they received?
Louise Middleton had a number of mentors from Oxford Innovation who helped her on her journey, one of which was Chris Hines from Surfers Against Sewage. It was Oxford Innovation who put Louise in touch with ATI to help support her with the prototyping of their new product. With ATI, Louise has received one-on-one business innovation support with a Business Innovation Advisor, Catherine Parnall, and attended an Innovation Masterclass led by IKE Innovation Experts. Kudhva are now in the process of applying for an ATI Innovation grant which will contribute vital funds towards the costs of prototyping their Kudhva tent.