A new visitor attraction dedicated to New Zealand’s all-conquering rugby team, the All Blacks, is set to open in Auckland in 2017.

New Zealand Ruby (NZR) has partnered with brand tourism business Discovery Partners to create the centre, which will aim to place visitors at the centre of the experience by offering interactivity throughout.

Visitors will get an insight into the tactics and challenges of the sport of rugby, while also learning about the passion that drives the All Blacks – including the power and meaning of the famous pre-game tradition of Haka.

Creative agency StartJG – in a strategic partnership with Discovery Partners – is working on the customer experience design for the project which, according to to Dave Judge, Discovery Partners’ creative director, will be less of a traditional sports museum or ‘hall of fame’ and more of a brand experience.

"The All Blacks remain one of the most popular teams and powerful brands in sport,” Judge said.

"This will set a new standard for brand tourism, and is one of a kind.

“It is being designed to focus not only on the sport, but on the history of New Zealand and the deep philosophy that makes this team so strong.

“This is where tourism meets retail and entertainment, and it's very exciting."

NZR CEO Steve Tew added: "We genuinely believe that we can enhance brand New Zealand, brand rugby and brand All Blacks, and we genuinely believe that we can further inspire young New Zealanders - male and female - to want to play our game.

“With tourism numbers growing rapidly, we're confident of delivering an attraction that will set the standard for visitor and fan experiences in this country."

The attraction is due to open in 2017 and will be built on a prime site on Auckland's waterfront.