Judge's comments:

Integrating story-telling into a real game-based environment was a smart way to engage all generations. Using both display and physical technology, combined with a competitive design theme, brings the family together in a fun, rich and memorable experience.

Description:

A guided and interactive journey through the New Zealand rugby story.

The All Blacks Experience is a state-of-the-art guided encounter that showcases the All Blacks, and our national teams in black, through exceptional innovation and technology. This full sensory and interactive experience, which opened its doors in December 2020, allows New Zealanders and international visitors to celebrate New Zealand’s rugby heritage, achievements and culture.

Each visitor gets an RFID wristband and throughout the experience they are prompted to scan in at the various experiences. This allows their experience and scores to be tracked and used later in customising collectable content and merchandise.

After a guided introduction to the All Blacks culture, visitors experience first-hand what it takes to make, shape and be an All Black when they compete as two teams face-to-face. Guided by previous All Blacks and coaches on screens opposite them, they go through a series of interactive, digital games dealing with mental agility, strategy, tactics and pressure — using fun and simple mechanics as well as colour and light to build pressure and intensity.

In the Step Up zone visitors get to test their rugby skills with the chance to match their kicking, passing, line out and agility skills against the All Blacks and the Black Ferns.
For the less energetic or more curious minds, we designed the Deep Dive kiosks where visitors can explore the rich history and culture of the All Blacks as well as learn more about the squads, rugby kids in New Zealand and much more. Or the Superfan Quiz, where up to 4 visitors can compete to become the ultimate Superfan Quiz master.

The experience ends with customisable merchandise kiosks. All the experiences are tracked to each user using their RFID wristband which they can use to create collectible, customisable content including player cards with the scores of the interactive experiences the visitor has completed, a photo where the visitor is in the Locker Room “posing” with 3 of their chosen All Black or Black Fern players and finally, a fully-customisable All Black Jersey.

Photography: Sam Hartnett courtesy Workshop e
Videography: Kenneth Steven Chapman