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Wētā Workshop Unleashed is celebrating its fifth anniversary, marking five years since the immersive attraction opened at SkyCity Auckland and welcoming more than 450,000 visitors through its doors.
Since launching on December 14, 2020, the experience has become a major drawcard for domestic and international audiences, showcasing the creativity, storytelling and practical effects that have defined Wētā Workshop’s global film career.
Wētā Workshop co-founder and chief creative officer Richard Taylor says the milestone reflected the team’s passion for sparking curiosity and imagination.
“Wētā Workshop Unleashed is a truly unique and creative experience that celebrates the Kiwi ingenuity behind our work and demystifies how we make and create,” Richard says.
“We are immensely proud to have brought joy and fascination to so many people over the past five years. When visitors complete the experience, we implore them to go and unleash their own creative lunacy upon the world — the earth needs more makers and creators.”
A journey into fantasy, horror, and sci-fi
The attraction invites guests into fantastical sets and cinematic environments, complete with animatronics, creatures, film props and behind-the-scenes demonstrations of how practical effects are made. Visitors can meet Jeff, the animatronic security guard, wander through a world of dinosaurs and castles, evade eerie forest dwellers, and encounter giant robots and alien spacecraft. Guests are also encouraged to try their hand at creating, becoming part of the ‘workshop crew’ during their visit.
Richard says Unleashed was founded on a desire to share Wētā Workshop’s own craft with the next generation and open up the world of movie effects.
Expanding creative tourism
Alongside the core experience, Wētā Workshop Unleashed offers hands-on workshops where guests can learn how to create realistic special-effects wounds or build intricate miniature landscapes from recycled materials.
Wētā Workshop head of tourism Sam Holdich said Unleashed had firmly established itself as a leader in New Zealand’s creative tourism landscape.
“The experience has proven itself as a leader in immersive experiences, championing creative tourism in New Zealand,” Sam says.
“Unleashed is a powerful drawcard for Auckland, combining storytelling, artistry and interactivity in a way that resonates globally. For itineraries, it’s a must-do experience that showcases New Zealand innovation.”
The attraction has also earned multiple accolades, including an international Thea Award for Outstanding Achievement (Brand Experience), a Gold at the Best Awards, and the Innovation Award at the inaugural Business Events Industry Association Bizzie Awards last month.
More than 230,000 New Zealanders have visited, and Sam says high satisfaction scores — including a 4.9 Google rating and an NPS of 81 — showed the experience continued to meet visitor expectations.
Growing role in events and business tourism
Unleashed has also expanded its presence in the events sector, hosting the international TEA SATE APAC Conference, a MEETINGS showcase lunch, and a premium trade event for visiting government delegates from Shandong, China.
Sam says the attraction had benefited from strong industry and stakeholder support since opening.
Five-year highlights
Wētā Workshop Unleashed reports that, since opening:
Visitors have come from nearly 180 countries
Guides have spent 27,900 hours storytelling — walking the equivalent of New Zealand 13 times
Guests have captured more than 1.1 million photos
The team has used 60 litres of fake blood syrup, 26 litres of silicon, and enough cardboard to build a four-storey tower
Every third day includes a school visit; since 2023, the attraction has hosted the equivalent of more than 500 busloads of students
