The All Blacks Experience is a rugby attraction on level 4 at 88 Federal Street in the Auckland CBD. The website describes immersive tours of the All Blacks story, with a look at the Māori heritage that the national team draws on, and a live haka performance.
Visitors can test their rugby skills, and there are activities for children. The shop sells official All Blacks merchandise. The website describes the experience as covering more than 120 years of rugby history.