The team behind the team


There is a huge team behind the making of the All Blacks Experience. Passionate, creative and dedicated people who are all beyond excited about opening day and sharing the All Blacks Experience story. We have highlighted below our creative and tech partners who have turned the Experience into a state-of-the-art, interactive showcase of the All Blacks and all our national teams in black. Prepare to be amazed!

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Translating the Experience


Experience design company EQMade, project managed the build and content creation of the All Blacks Experience. With tourism a specialist area for the Christchurch-based consultancy, the team knew the All Blacks Experience had to utilise leading-edge technology.

“From the moment visitors enter the experience; our technology expertise is on show. From the haka to the interactive section, we have showcased not only the All Blacks but the amazing capability of New Zealand technology to deliver and wow,” said Ed Burak Design Director at EQMade. Image of Ed above testing the All Blacks Experience with some familiar faces.

The Power of Experiences that Resonate

Workshop e

Workshop e were brought on board early in the project to develop the initial All Blacks Experience concepts. As an experienced exhibition and experience design and production company, they have been involved throughout the process. Az James of Workshop e says it was an incredibly exciting project to be involved with as they were creating an experience from the ground up. A key focus was on designing the way that the variety of spaces work together and the ever-important visitor flow.

“We had to ensure that the Experience was as memorable and exciting whether you are part of a group of 26 or in a smaller party. The flow had to work. It was also important to make sure that visitors in a more boisterous part of the Experience wouldn’t disturb visitors engaging in a quieter section elsewhere. Getting the cadence right throughout the Experience and in a range of circumstances was important,” said Az.

The Spine-Chilling Haka


One of the highlights of the experience is the realistic and spine-chilling haka. With a 10-year history of working alongside the All Blacks, New Zealand Rugby and supporting brands, capturing a live performance of the haka on field for inclusion in the All Blacks Experience was an opportunity embraced by Auckland creative agency, Augusto. The physical scale of the project was immense. “We had to find the right balance between delivering an immersive and unique experience for visitors, while respecting the cultural environment in which the haka exists,” said Augusto Hear of Production Simone Goulding.

This included capturing video that was able to be played on a screen 14metres wide by 4metres high, but that was only able to be filmed in an authentic challenge. It was a stipulation from New Zealand Rugby that the haka could not be performed outside of a game environment.

A 12-month post-production process delivered a privileged and never-before-seen perspective of receiving a haka. For visitors that come to the Experience - what they see in the room is as it was performed before the Test match. But months were spent maximising every bit of data captured, pushing audio and vision as far as possible within the restrictions of the raw files and physical room limitations. 

Digital Innovation and Activation

Satellite Media

Digital innovation, activation, event and content creation agency Satellite Media are responsible for the production of the RFID wristband solution used within the All Blacks Experience. The specially designed and developed wristbands, handed to each visitor, allow immediate interaction with the tour. Visitors can use their wristband to play games and collect content, including a photo of themselves sitting in the All Blacks locker room with the players.

Satellite Media also took on the task to enable visitors to learn about the physical, strategic and mental side of becoming an All Black through the use of a giant table with over 20 touch screens where two teams compete against each other. The also developed the large format games for the interactive “Step Up” area where visitors can learn to pass, kick and throw a ball into a line out.

Master Control Systems


Wellington-based technology integration company Toulouse Ltd worked closely with exhibition designers Workshop e and the EQMade team to design systems to support the visitor experience and storytelling of the All Blacks Experience. Toulouse’s key function was design, supplying and commissioning all technology hardware for the Experience – lighting, AV, audio, projections, as well as the design and integration of the master control systems. The control architecture, likely a New Zealand first, provides full end to end supervisory control as well as remote support, alongside the hand-held controllers used by the hosts to run back to back shows many times an hour in multiple languages.

Emotive Story Telling

Creature Post

Creature Post, a multi-disciplinary creative studio based in Auckland were also involved in the collaboration. They played a large role in bringing to life some of the emotive stories that flow throughout the All Blacks Experience. Within the “Making” of an All Blacks zone Creature Post captured and beautifully produced content that helps visitors understand why the sport of rugby is so important to Aotearoa. For the “Being” an All Blacks space the filmed and produced content that will give visitors a snapshot into the intimate stories behind our teams in black.