Get up close to the All Blacks – New Zealand plans interactive rugby experience

StartJG is working on the customer experience design for the new visitor experience, which is set to open in 2017.


New Zealand Rugby is planning a new interactive visitor experience dedicated to its All Blacks team.

The new attraction will be built on Auckland waterfront’s Wynard Quarter and is due to open in 2017.

Plans for the new All Blacks experience come as the team prepare to defend their Rugby World Cup title, with the World Cup set to kick off in England next month.

NZR is developing the visitor experience in a joint venture with brand tourism business Discovery Partners. StartJG – in a strategic partnership with DP – is working on the customer experience design for the project.

CGI images of the planned visitor experience show interactive exhibits including one where visitors can throw a rugby ball into a digitised line-out.

There is also a mock-up of the All Blacks’ changing room and an exhibition dedicated to New Zealand’s regional rugby teams.

StartJG says: “Unlike a museum, visitors will become part of the experience. They’ll get an insight into the tactics and challenges of the game, the passion and determination that drives the team and the power and meaning of the Haka”

The consultancy’s creative director Dave Judge says: “This will set a new standard for brand tourism, and is one of a kind. It is being designed to focus not only on the sport, but on the history of New Zealand and the deep philosophy that makes this team so strong.

“This is where tourism meets retail and entertainment, and it’s very exciting.”

NZR chief executive Steve Tew says: “This is will be a special place to enjoy a hands-on, fully interactive experience of New Zealand rugby; a place to celebrate the successes of all our national teams; a place to be inspired and learn more about what it takes to succeed at the highest levels of the game.”

Discover more:

• Futurebrand gives World Rugby a new look

• Designing for the England rugby team

• The Unifying Power – Heavenly’s new branding for English rugby

• Mather & Co works on South African rugby museum


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