BackingBlack HQ
All Blacks Fan Clubrooms

NZSA developed the HQ concept for Telecom as a way to expand their BackingBlack initiative. The BackingBlack HQ came to life as a 250 square metre fan hub on Auckland’s waterfront. Designworks was responsible for ensuring the BackingBlack and Telecom identities were integrated into the clubrooms and that they worked to enhance the immersive fan experience.

The interior takes its cue from the official All Blacks fan club site, BackingBlack, also sponsored by Telecom. Designworks worked with NZSA and the Telecom team to roll it out – everything from goody bags at the launch night, point of sale and advertising collateral and unique one-off items like All Blacks height charts had the Designworks finessing touch.

The Backing Black HQ is a semi-permanent structure, purpose built to be a warm and welcoming but open space. The interior has multiple zones, all coherent within the overall identity. Peter Bush, a rugby photographer for 60 years, has some of his best work over that time displayed inside. It also comes complete with big screen to watch the rugby, a bar and an eatery as well as a Telecom technology hub and Adidas store.

With all this inside, the response has been fantastic; with people around Auckland getting up close to the All Blacks at both planned and surprise events. As well as that, rugby and All Blacks themed occasions have been going almost non-stop since the opening.