Project Brief

SHAPE - Proof of Concept

Project Title: AR+IQ Fan Engagement Prototype for Pasifika Rugby Week

Location: Eden Park, Auckland, Aotearoa New Zealand

Lead Team: SHAPE (Nick Webb, Lance Webb) SYNAPTEC (Kriv Naicker) iSPARX™ (Joff Rae, James Norling)

Platform: AR+IQ by iSPARX™

Modular Features: Sweet Orange, iNViTE™, Collectibles, Event CMS, Telemetry

1. Overview

This Proof of Concept (PoC) proposes a spatially enabled, immersive fan engagement experience across three key events during Pasifika Rugby Week at Eden Park:

  • Pasifika Rugby Awards

  • Pasifika Festival at Eden Park

  • Moana Pasifika vs Auckland Blues Derby

The PoC demonstrates how AR+IQ can be used to transform Eden Park into a location-aware digital twin, engaging fans through personalised, multi-user augmented reality experiences.

2. Objectives

  • Deploy AR+IQ modular features to enrich fan engagement across three high-profile events

  • Map Eden Park as a digital venue for future immersive deployments

  • Test interoperability of Sweet Orange, iNViTE™, and CMS modules in a live context

  • Capture user interaction data via ethical telemetry for post-event insights

3. Audience

  • Rugby fans, community attendees, Pasifika stakeholders

  • Event partners and sponsors

  • Cultural leaders and digital artists

4. Modular Features Activated

  • Sweet Orange: AI avatar system for welcome messages, guided tours, and schedule prompts

  • iNViTE™: Location-based digital invites, wayfinding and promotional triggers across the venue

  • Collectibles: Multi-event token collection feature for gamified audience retention

  • CMS: Admin portal for uploading, managing, and scheduling interactive content

  • Analytics Engine: Consent-based, privacy-focused tracking of user behaviours and movement

5. Schedule of Dependencies

6. Evaluation Criteria

  • Audience engagement levels and feedback

  • Module stability and data capture integrity

  • Cross-partner collaboration effectiveness

  • Cultural alignment and representation

7. Outcome

This PoC will serve as a scalable reference model for fan engagement in sport and cultural events, supporting the expansion of SHAPE as a vertical within AR+IQ’s event and venue strategy. If successful, this deployment model may be replicated across other stadium-based events in Aotearoa and the Pacific region.

Pasifika Rugby Awards has a schedule of events booked at Eden Park for 5 years.

Thursday Evening

Pasifika Rugby Awards

GLOBAL NETWORKS AND PARTNERSHIPS

The Pasifika Rugby Hall of Fame stands as a beacon of honour and celebration, not just for the rich sporting heritage of the Pacific Islands, but also as a pivotal node within a dynamic global network.

As an integral part of this network, the Hall of Fame enjoys deep-rooted connections with rugby, sporting and investor communities worldwide, fostering collaborations, exchanges, and partnerships that transcend borders.

Saturday Day

Pasifika Festival - Eden Park

Celebrating Culture, Community and Connection at Pacific Fest 2025

As part of Pacific Excellence Week, Pacific Fest 2025 was proudly delivered in partnership with Blues Rugby, transforming Eden Park’s Outer Oval into a vibrant hub of Pacific music, culture, and celebration.

This free community event brought together families, schools, and performers to honour the richness and diversity of the Pacific. The stage lit up with unforgettable performances from iconic Pasifika artists including Swiss, Wayno, Folau, Junior Soqeta, and Irene Folau.

Adding to the energy of the day were powerful cultural performances from local schools: Tangaroa College, Sacred Heart College, Sir Edmund Hillary Collegiate, and St Paul’s College — all showcasing the pride, talent, and leadership of our Pacific youth.

Festival-goers enjoyed delicious food stalls, vibrant cultural activations, and family-friendly zones — all wrapped in the warmth and pride of Pacific values.

Thanks to the collaboration with Blues Rugby, the event went beyond entertainment, serving as a powerful reminder of what can be achieved when sport, culture, and community come together with purpose.

A heartfelt thank you to all who performed, supported, and attended. Pacific Fest 2025 was a proud celebration of who we are — connected, creative, and thriving.

Saturday Afternoon

Moana Pasifika vs Auckland Blues
Eden Park

The Game