This paper is concerned with the application of digital imaging media, with a particular focus on three-dimensional augmented reality (AR) and virtual reality (VR), for the preservation and promotion of Maori culture in museum contexts. Digital technologies offer tremendous opportunities for indigenous people to recover, record and enhance their cultural heritage. Maori themselves are makers and participants in this process, creating objects, people and environments in virtual reality. These virtual taonga (treasures) challenge standard collection management procedures, and this paper suggests models from Maori custom, architecture, law and pertinent museum practices, as possible solutions.