World Rugby Museum

World Rugby Museum.

Sharing one of the world’s most prestigious sports collections in the world

Back in 2017, Mather & Co was appointed to reimagine The World Rugby Museum, housed within the South Stand of Twickenham Stadium, London.

The World Rugby Museum was awarded a £1.8m investment by the Rugby Football Union (RFU). Enabling the delivery an of immersive and educational experience whilst showcasing its comprehensive collection of content and memorabilia. This is where Mather & Co’s expertise of creating engaging visitor attractions came into play.

World Rugby Museum

The World Rugby Museums’ collection contains over

38,000

artefacts including rugby memorabilia, boots, balls, match-tickets, and books.

World Rugby Museum

Mather & Co was commissioned to design a number of display systems to display parts of the prestigious collection, including iconic items such as the Calcutta Cup, the world’s oldest international football jersey and the ball that Jonny Wilkinson kicked to seal England’s 2003 World Cup Final win.

The aim of the new museum was to take a broad, holistic view of the game whilst also encouraging visitors to pit themselves against rugby legends. A crucial part of the design was to show how the game is played throughout the world, not just within the home nations.

World Rugby Museum

Further, Mather & Co aimed to address contemporary audience requirements within modern museums, incorporating new content, sounds and digital projection to create a more immersive experience; the museum also tackled poignant themes not previously addressed including Women’s Rugby.

In 2019, the museum experienced a

30%

growth in revenue

Over 32 countries are represented in the museum, attracting more nationalities to visit. Likewise, the game of Women’s Rugby has developed, and it was a key requirement that the women’s game should be interwoven within the exhibits where possible – as well as having an area dedicated solely to Women’s Rugby in the museum.

“We had a free hand for content - Mather & Co took the lists and created a floor plan and then walked us through the technical details.”
Phil McGowan, Curator, World Rugby Museum

Perhaps the biggest change for Twickenham is the operational flexibility offered by the museum redevelopment. Mather & Co devised a central part of the gallery which can hold corporate events and seat corporate guests for dinner on match days – opening up a world of possibilities for the museum’s commercial prospects.

World Rugby Museum

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