Turning a city’s passion into a world-class attraction

Rugby is played, followed and celebrated around the world, but perhaps nowhere more so than Limerick. Limerick is a city that lives and breathes the game. It has birthed rugby legends and witnessed iconic moments in the sport’s history. It is the natural home for the International Rugby Experience, a new state-of-the-art attraction that we are currently developing.

The International Rugby Experience promises to rejuvenate Limerick’s local tourist economy, generating investment and employment opportunities. Importantly, it will boost Ireland’s standing on the international rugby stage and support bids to host international competitions, bringing a steady and continuous stream of rugby fans to Limerick.

Image: Niall McLaughlin Architects


Be in the heat of the action

The International Rugby Experience aims to be just that – an experience. It is a medley of big media installations, immersive theatre spaces and interactive exhibits. Displays bring you face to face with some of the game’s biggest legends and let you relive some of the most famous moments in rugby history. Large-scale interactive exhibits test your rugby skills while state-of-the-art technology puts you in the heat of the action – you can feel the deathly silence before kick-off; hear the fans roar; see the blood, sweat and tears.

Each gallery takes inspiration from the values of world rugby – integrity, passion, solidarity, discipline and respect – and focuses on a different level of the sports – from grass roots to amateur clubs to world cups.


A spiritual home for rugby

The International Rugby Experience will also play a part in boosting local education and creating links with sports clubs. It aims to build grass-roots interest in rugby and promote general health and wellbeing in the sport. Event, education and retail spaces will accompany the visitor experience, cementing the new attraction’s place in the heart of the city.

The International Rugby Experience is set to open in 2022 and will become a new spiritual home for international rugby and a window onto the world of the game.


Niall McLaughlin