diff --git a/lib/block-directory.php b/lib/block-directory.php
index 167bb0b9e44e99..e336857a6a0226 100644
--- a/lib/block-directory.php
+++ b/lib/block-directory.php
@@ -6,7 +6,6 @@
  */
 
 if (
-	gutenberg_is_experiment_enabled( 'gutenberg-block-directory' ) &&
 	! has_action( 'admin_enqueue_scripts', 'enqueue_block_editor_assets_block_directory' )
 ) {
 	/**
diff --git a/lib/experiments-page.php b/lib/experiments-page.php
index 07a7f2a200a7b3..f7ae531dc3cc60 100644
--- a/lib/experiments-page.php
+++ b/lib/experiments-page.php
@@ -62,17 +62,6 @@ function gutenberg_initialize_experiments_settings() {
 			'id'    => 'gutenberg-navigation',
 		)
 	);
-	add_settings_field(
-		'gutenberg-block-directory',
-		__( 'Block Directory', 'gutenberg' ),
-		'gutenberg_display_experiment_field',
-		'gutenberg-experiments',
-		'gutenberg_experiments_section',
-		array(
-			'label' => __( 'Enable block directory search', 'gutenberg' ),
-			'id'    => 'gutenberg-block-directory',
-		)
-	);
 	add_settings_field(
 		'gutenberg-full-site-editing',
 		__( 'Full Site Editing', 'gutenberg' ),
@@ -143,7 +132,6 @@ function gutenberg_display_experiment_section() {
 function gutenberg_experiments_editor_settings( $settings ) {
 	$experiments_settings = array(
 		'__experimentalEnableLegacyWidgetBlock'   => gutenberg_is_experiment_enabled( 'gutenberg-widget-experiments' ),
-		'__experimentalBlockDirectory'            => gutenberg_is_experiment_enabled( 'gutenberg-block-directory' ),
 		'__experimentalEnableFullSiteEditing'     => gutenberg_is_experiment_enabled( 'gutenberg-full-site-editing' ),
 		'__experimentalEnableFullSiteEditingDemo' => gutenberg_is_experiment_enabled( 'gutenberg-full-site-editing-demo' ),
 	);
diff --git a/lib/rest-api.php b/lib/rest-api.php
index 0f05798de87d01..7f1d5886c783be 100644
--- a/lib/rest-api.php
+++ b/lib/rest-api.php
@@ -119,10 +119,6 @@ function gutenberg_register_rest_widget_areas() {
  * @since 6.5.0
  */
 function gutenberg_register_rest_block_directory() {
-	if ( ! gutenberg_is_experiment_enabled( 'gutenberg-block-directory' ) ) {
-		return;
-	}
-
 	$block_directory_controller = new WP_REST_Block_Directory_Controller();
 	$block_directory_controller->register_routes();
 }
@@ -159,10 +155,6 @@ function gutenberg_register_rest_customizer_nonces() {
  * Registers the Plugins REST API routes.
  */
 function gutenberg_register_plugins_endpoint() {
-	if ( ! gutenberg_is_experiment_enabled( 'gutenberg-block-directory' ) ) {
-		return;
-	}
-
 	$plugins = new WP_REST_Plugins_Controller();
 	$plugins->register_routes();
 }
diff --git a/packages/e2e-tests/specs/experiments/__snapshots__/block-directory-add.test.js.snap b/packages/e2e-tests/specs/editor/plugins/__snapshots__/block-directory-add.test.js.snap
similarity index 100%
rename from packages/e2e-tests/specs/experiments/__snapshots__/block-directory-add.test.js.snap
rename to packages/e2e-tests/specs/editor/plugins/__snapshots__/block-directory-add.test.js.snap
diff --git a/packages/e2e-tests/specs/experiments/block-directory-add.test.js b/packages/e2e-tests/specs/editor/plugins/block-directory-add.test.js
similarity index 96%
rename from packages/e2e-tests/specs/experiments/block-directory-add.test.js
rename to packages/e2e-tests/specs/editor/plugins/block-directory-add.test.js
index 7c55976f65da5f..af9d6150867795 100644
--- a/packages/e2e-tests/specs/experiments/block-directory-add.test.js
+++ b/packages/e2e-tests/specs/editor/plugins/block-directory-add.test.js
@@ -8,10 +8,6 @@ import {
 	getEditedPostContent,
 	createJSONResponse,
 } from '@wordpress/e2e-test-utils';
-/**
- * Internal dependencies
- */
-import { useExperimentalFeatures } from '../../experimental-features';
 
 // Urls to mock
 const SEARCH_URLS = [
@@ -173,8 +169,6 @@ const matchUrl = ( reqUrl, urls ) => {
 };
 
 describe( 'adding blocks from block directory', () => {
-	useExperimentalFeatures( [ '#gutenberg-block-directory' ] );
-
 	beforeEach( async () => {
 		await createNewPost();
 	} );
diff --git a/phpunit/bootstrap.php b/phpunit/bootstrap.php
index b3f564d120e222..30cb39dad4fdde 100644
--- a/phpunit/bootstrap.php
+++ b/phpunit/bootstrap.php
@@ -70,12 +70,6 @@ function fail_if_died( $message ) {
 }
 tests_add_filter( 'wp_die_handler', 'fail_if_died' );
 
-$GLOBALS['wp_tests_options'] = array(
-	'gutenberg-experiments' => array(
-		'gutenberg-block-directory' => '1',
-	),
-);
-
 // Start up the WP testing environment.
 require $_tests_dir . '/includes/bootstrap.php';