ALL BLACKS EXPERIENCE

An interactive and guided journey about the story of rugby in New Zealand.

Agency

Satellite

Client

Te Wairua Ōpango | All Blacks Experience
Workshop e

Role

Interaction designer

Type

Permanent Exhibition - Touchscreens and Projections

BACKGROUND AND BRIEF:

Sky City is an icon in the heart of Auckland and the home of the All Blacks Experience. The All Blacks Experience is a highly curated, guided experience deep into the heart and history of rugby in New Zealand. Rugby is a massive part of Kiwi culture. . This permanent exhibition showcases the deep roots of rugby, the majesty of doing the haka in a packed stadium and offers larger-than-life, interactive, immersive physical experiences for visitors to step into the shoes of the All Blacks and the Black Ferns. This ambitious project was brought to life through through exceptional innovation and technology

This full sensory and interactive experience, opened in December 2020, inviting in New Zealanders and international visitors to celebrate New Zealand’s rugby heritage, achievements and culture.

There were several zones of experiences :

Registration Kiosks - RFID Wristband tracking progress
Shaping Up as All Black Game - Feel the Pressure
Being an All Black - Locker Room Photo
Step Up Zone - Interactive zone testing skills
Superfan Quiz - Test your knowledge
Deep Dive Kiosks - Everything you ever wanted to know
Customise Merch Kiosks - Make it yours and take it home

BACKGROUND AND BRIEF:

Sky City is an icon in the heart of Auckland and the home of the All Blacks Experience. The All Blacks Experience is a highly curated, guided experience deep into the heart and history of rugby in New Zealand. Rugby is a massive part of Kiwi culture. . This permanent exhibition showcases the deep roots of rugby, the majesty of doing the haka in a packed stadium and offers larger-than-life, interactive, immersive physical experiences for visitors to step into the shoes of the All Blacks and the Black Ferns. This ambitious project was brought to life through through exceptional innovation and technology

This full sensory and interactive experience, opened in December 2020, inviting in New Zealanders and international visitors to celebrate New Zealand’s rugby heritage, achievements and culture.

There were several zones of experiences :

Registration Kiosks - RFID Wristband tracking progress
Shaping Up as All Black Game - Feel the Pressure
Being an All Black - Locker Room Photo
Step Up Zone - Interactive zone testing skills
Superfan Quiz - Test your knowledge
Deep Dive Kiosks - Everything you ever wanted to know
Customise Merch Kiosks - Make it yours and take it home

APPROACH:

A strong visual brand identity had already been developed for the All Blacks Experience, this inspired the look and feel for the digital experiences. Simplicity was key so the interface didn’t overshadow the experience. Because the environment is busy with a lot of stimulation - the messaging and design needed to be bold and clear! This needed to be balanced by fun and suitable imagery for the more “gamey” experiences.

Photography: Sam Hartnett courtesy Workshop e

APPROACH:

A strong visual brand identity had already been developed for the All Blacks Experience, this inspired the look and feel for the digital experiences. Simplicity was key so the interface didn’t overshadow the experience. Because the environment is busy with a lot of stimulation - the messaging and design needed to be bold and clear! This needed to be balanced by fun and suitable imagery for the more “gamey” experiences.

APPROACH:

A strong visual brand identity had already been developed for the All Blacks Experience, this inspired the look and feel for the digital experiences. Simplicity was key so the interface didn’t overshadow the experience. Because the environment is busy with a lot of stimulation - the messaging and design needed to be bold and clear! This needed to be balanced by fun and suitable imagery for the more “gamey” experiences.

APPROACH:

A strong visual brand identity had already been developed for the All Blacks Experience, this inspired the look and feel for the digital experiences. Simplicity was key so the interface didn’t overshadow the experience. Because the environment is busy with a lot of stimulation - the messaging and design needed to be bold and clear! This needed to be balanced by fun and suitable imagery for the more “gamey” experiences.

APPROACH:

A strong visual brand identity had already been developed for the All Blacks Experience, this inspired the look and feel for the digital experiences. Simplicity was key so the interface didn’t overshadow the experience. Because the environment is busy with a lot of stimulation - the messaging and design needed to be bold and clear! This needed to be balanced by fun and suitable imagery for the more “gamey” experiences.

AWARDS:

This experience was awarded a GOLD Best Award by the
Designers Institute of New Zealand in 2021 in the
Installation and Exhibition category.

Check it out

CHALLENGES:

The entire project was massive with several projects inside the whole experience and many smaller parts to each one. Working through and making progress through each installation required close teamwork and communication with all parties.

The scale of the installations was a challenge! The projections in the Step Up Zone are over 4m high. It was vital to have design continuity across all the experiences and make sure the interface was simple and clear.

CHALLENGES:

The entire project was massive with several projects inside the whole experience and many smaller parts to each one. Working through and making progress through each installation required close teamwork and communication with all parties.

The scale of the installations was a challenge! The projections in the Step Up Zone are over 4m high. It was vital to have design continuity across all the experiences and make sure the interface was simple and clear.

CHALLENGES:

The entire project was massive with several projects inside the whole experience and many smaller parts to each one. Working through and making progress through each installation required close teamwork and communication with all parties.

The scale of the installations was a challenge! The projections in the Step Up Zone are over 4m high. It was vital to have design continuity across all the experiences and make sure the interface was simple and clear.

RESULT:

A larger-than-life experience with complete audio-visual sensory immersion into rugby, culture and heritage.Tactical and physical challenges to help visitors feel the pressure of what it takes to performan. Games that test mental and physical agility, kicking, throwing, and dodging all in a race against time to beat records and achieve personal bests!

Visitors can also customise merchandise like an All Black jersey as well as a print their scorecard of how they fared. All made possible from the tracking of the RFID wristband they got on registration - logging scores and participation!

For the less energetic, a deep dive into the background and culture of rugby in New Zealand or a chance to pit their rugby knowledge against each other. No matter what visitors fancy, they are assured of enjoying a fully immersive, interesting and engaging experience!

RESULT:

A larger-than-life experience with complete audio-visual sensory immersion into rugby, culture and heritage.Tactical and physical challenges to help visitors feel the pressure of what it takes to performan. Games that test mental and physical agility, kicking, throwing, and dodging all in a race against time to beat records and achieve personal bests!

Visitors can also customise merchandise like an All Black jersey as well as a print their scorecard of how they fared. All made possible from the tracking of the RFID wristband they got on registration - logging scores and participation!

For the less energetic, a deep dive into the background and culture of rugby in New Zealand or a chance to pit their rugby knowledge against each other. No matter what visitors fancy, they are assured of enjoying a fully immersive, interesting and engaging experience!

RESULT:

A larger-than-life experience with complete audio-visual sensory immersion into rugby, culture and heritage.Tactical and physical challenges to help visitors feel the pressure of what it takes to performan. Games that test mental and physical agility, kicking, throwing, and dodging all in a race against time to beat records and achieve personal bests!

Visitors can also customise merchandise like an All Black jersey as well as a print their scorecard of how they fared. All made possible from the tracking of the RFID wristband they got on registration - logging scores and participation!

For the less energetic, a deep dive into the background and culture of rugby in New Zealand or a chance to pit their rugby knowledge against each other. No matter what visitors fancy, they are assured of enjoying a fully immersive, interesting and engaging experience!

RESULT:

A larger-than-life experience with complete audio-visual sensory immersion into rugby, culture and heritage.Tactical and physical challenges to help visitors feel the pressure of what it takes to performan. Games that test mental and physical agility, kicking, throwing, and dodging all in a race against time to beat records and achieve personal bests!

Visitors can also customise merchandise like an All Black jersey as well as a print their scorecard of how they fared. All made possible from the tracking of the RFID wristband they got on registration - logging scores and participation!

For the less energetic, a deep dive into the background and culture of rugby in New Zealand or a chance to pit their rugby knowledge against each other. No matter what visitors fancy, they are assured of enjoying a fully immersive, interesting and engaging experience!