Our website uses cookies

Cookies enable us to provide the best experience possible and help us understand how visitors use our website. By browsing Essential Retail Magazine, you agree to our use of cookies.

Okay, I understand Learn more

First All Blacks Store opens with LED screens and VR experience

Auckland Airport opened the world’s first The Official All Blacks Store last week, and the New Zealand Rugby-backed shop features various digital elements which aim to entice and engage customers.

LED screens in the form of an archway entrance provide an initial digital impact for visitors, and once inside there is an opportunity for shoppers to participate in a virtual reality Haka 360 experience. The Haka is a traditional war dance in New Zealand indigenous Maori culture, and is famously performed by players at the start of each All Blacks match.

Other notable design features in the store include a roof adorned with a super-sized silver fern, which is symbolic to New Zealand and appears in smaller form on the kits of the All Blacks team.

The 80 sq m store has been opened thanks to a partnership between Lagardère Travel Retail and NZ Rugby, and it is situated on Level 1 of Auckland Airport’s International Terminal Building before the new customs and security screening area. It can therefore be visited by travelling passengers and the general public alike.

Przemyslaw Lesniak, CEO of Lagardère Travel Retail in the Pacific, which also operates Aelia Duty Free, Relay, tech2go, Victoria’s Secret Beauty & Accessories, Kiehl’s, Hub Convenience and Eye Love retail outlets at Auckland Airport, said of the new store: “It is fitting that this is taking place in travel retail, where many well-travelled fans will have first access to an innovative and exciting store environment, as well as a wide range of products.”

RBTE takes place at London’s Olympia, 2-3 May 2018.

You can register to attend here 

What’s Hot on Essential Retail?