The brief – to design, develop and produce a highly interactive, innovative guided experience where visitors are immersed in the world of the All Blacks as well as our other Teams in Black. 

We provided – spatial design | graphic design | content development | production & installation

The All Blacks Experience in Tāmaki Makaurau Auckland explores what it takes to make, shape and be an All Black. It gives visitors a unique opportunity to be immersed in the world of the All Blacks and Teams in Black, and to discover more about their cultures, legacies of success and connections with Aotearoa New Zealand.

Workshop e was involved from concept through to opening. We developed the initial concepts and were involved in the evolution of all of the spaces, including spatial, lighting and digital design. A key focus was designing the way these spaces work together so that this unique, guided, visitor experience flowed seamlessly throughout.

It was a priority to create a highly engaging experience for visitors. Five interactive zones give them the opportunity to face the full force of the haka, to prove their rugby knowledge, and to get hands-on in the skills area - testing their kicking, line-out and agility skills against some of our great All Blacks and Black Ferns, and each other.

Our design and production ensure that visitors, whether in a full group of 26 or a smaller party, are able to engage with the experience in meaningful and exciting ways. They leave feeling privileged to have had a glimpse behind the scenes and with a new understanding and appreciation of what it means to play at the top level of rugby in Aotearoa.