Creative| Ideation | UX/UI | Immersive Experience Design
SITUATION
The International Rugby Experience (IRE) in Limerick, Ireland, set inside Níall McLaughlin’s award-winning architectural masterpiece, was envisioned as a new cultural landmark. The mission: to create a fully immersive, multi-sensory journey that celebrated rugby’s global legacy while contributing to Limerick’s social, economic, and tourism development.
TASK
While working at OMM, I led the creative ideation and UX/UI design for all digital activations and spatial experiences. Our challenge was to translate the spirit and values of rugby — Passion, Discipline, Integrity, Solidarity, and Respect — into an emotionally engaging experience that would resonate with audiences of all ages and backgrounds.
ACTION
Conceptualized and developed six distinct experiential zones, each offering a unique, hands-on exploration of rugby culture — from grassroots to legendary status.
Designed interactive digital content, motion environments, and storytelling flows that guided visitors through physical and emotional touchpoints.
Integrated immersive technology with intuitive design to make every stage of the journey accessible, inspiring, and unforgettable.
Collaborated with architects, producers, and local artisans to ensure every detail was seamlessly aligned with the physical and digital architecture of the building.
RESULT
Since opening in May 2023, the IRE has welcomed over 60,000 visitors from 31 countries, hosted more than 70 community and corporate events, and contributed €9 million to the local economy. It supported over 200 local suppliers, bringing long-term economic and cultural value to the region.
In 2024, the IRE was honored as the nation’s favourite building in the Royal Institute of Irish Architects (RIAI) Public Choice Award, solidifying its impact both as a design achievement and as a living, community-rooted experience.
