Bringing the All Blacks Legacy to Life
Every great team has a story, and so does the Experience created to honour them.
The All Blacks Experience is more than an attraction for rugby fans. It’s an invitation to discover the spirit, culture, and pride of Aotearoa New Zealand through one of its most powerful traditions. This is the story of how we created a world-class, immersive experience, designed to inspire, educate, and connect all visitors with the enduring mana (prestige) of the black jersey and the remarkable people who have worn it.
The Vision: An Unrivalled Celebration of Rugby
It started as a dream: to create a place where the legacy of the All Blacks, and all our national teams in black, could be truly felt. Not a museum behind glass, but a living, breathing, fully sensory and interactive experience.
The All Blacks Experience brings that vision to life. It is the first rugby attraction of its kind in New Zealand, and the only All Blacks attraction in the world.
More than just a celebration of players and teams, it honours the role rugby plays in our culture. Visitors don't just learn the story. They step into it, seeing and feeling the legend firsthand.
Forged in Partnership: Ngāi Tahu Tourism & New Zealand Rugby
The inception of the All Blacks Experience lies in the powerful partnership between Ngāi Tahu Tourism and New Zealand Rugby. This collaboration brings together two entities deeply committed to New Zealand's heritage: the spiritual and cultural depth of Ngāi Tahu, and the sporting excellence of New Zealand Rugby.
This unique joint venture has ensured that the attraction not only showcases sporting triumphs but also authentically embodies the values, culture, and dedication rooted in Māori principles like whakapapa (genealogy/connection), mana (prestige/power), and kaitiakitanga (guardianship).
Ngāi Tahu Tourism developed the concept for the experience, and a group of players including Richie McCaw, Ian Kirkpatrick, Tana Umaga, Sarah Hirini and Ian Jones helped ensure the authenticity of the black jersey.
The first concept emerged after the 2011 World Cup Series, driven by the idea of capturing the international excitement the 2015 Lions Series on New Zealand soil would generate. After nine years of extensive research, planning, design and construction, we opened our doors in December 2020.
Technology Meets Storytelling
Bringing the spirit of the All Blacks to life required cutting-edge innovation and a deep understanding of storytelling. Through world-class technology, bespoke interactive elements, and compelling narratives, we designed an attraction where visitors can gain a deeper understanding of what it truly takes to make, shape, and be an All Black. From the earliest days of New Zealand rugby to the triumphs that have cemented our teams in legend, every moment within the Experience is thoughtfully designed to inspire and ignite pride.
More Than a Game, More Than a Museum
The All Blacks Experience transcends the traditional museum or exhibition format. It's a living, breathing celebration of a game that unites our nation. We invite you to step inside and feel the profound connection that comes from being part of this extraordinary story.