The International Rugby Experience (IRE) is a purpose-built museum and immersive visitor attraction dedicated to the global sport of rugby. It features interactive, multi-sensory exhibitions, including immersive theatre spaces, media installations, and displays featuring rugby legends, designed to bring fans close to the history and values of the game.

We were approached to to create a world-class, digital-first museum that reimagined how sport is told. The goal: celebrate rugby’s values through immersive storytelling, interactive skill challenges, and global data visualisation—appealing to both hardcore fans and first-time visitors. Every experience had to be participatory, emotionally powerful, and future-proofed, blending technology seamlessly with architecture.

The International Rugby Experience stands as a landmark in digital museum design. By combining immersive theatre, motion-capture gaming, projection mapping, and real-time data, OMM and its collaborators demonstrated what the future of experiential museums can look like: deeply interactive, emotionally resonant, and technologically sophisticated. Its legacy is not just in celebrating rugby, but in showing how sport, culture, and digital technology can be fused into living, participatory heritage experiences—setting a new standard for digital museums worldwide.