All Blacks Experience.

Auckland

Experience first-hand what it takes to make, shape and be an All Black. This highly interactive guided experience gives visitors a unique opportunity to be immersed in the world of our teams in black and to discover more about their legacies of success and their indelible connections with Aotearoa New Zealand.

Project Summary - Design and Build of the All Blacks Experience

Location: Tāmaki Makaurau (Auckland), New Zealand
Budget: ~$14M
Open Date: December 2020

A partnership formed with Ngāi Tahu Tourism & New Zealand Rugby in response to a closed RFP to deliver a uniquely iconic and world class sport-based world tourism attraction.

The team was challenged to deliver a ground-up design and build for the All Blacks Experience that would attract New Zealand and International tourists. This meant we first needed to create a deep understanding of our potential customers and stakeholders and create a solution that could meet discovered needs within a set of physical and commercial constraints.

The All Blacks Experience is immersive and sensory-rich for visitors. Guides are central to storytelling throughout the experience, as they act as an authentic conduit between visitors and the All Blacks. Delivery from the guides interplays with audio-visuals, interactives, graphics, soundscapes, and a small selection of curated objects. The overall tone and atmosphere reflects what New Zealanders are well-known for – humour, humility, fun and energy – with underlying emotional hooks of nostalgia and pride. More serious moments punctuate the experience, illustrating the respect and reverence shown toward the jersey and the haka. Māori values, knowledge, and protocols will thread through the experience and are reflected in what visitors see, feel and experience. There are Māori narratives seamlessly integrated throughout and te reo Māori is heard and seen in written form. The principle of manaakitanga places the visitor at the centre of the experience in a reciprocal host-visitor relationship, focusing on uplifting mana and respect for all peoples and cultures and ensure that visitors feel anchored and connected to this unique place; Aotearoa New Zealand. The narrative that weaves through the experience relates to the big idea: Making, Shaping and Being All Blacks.

Services included: