Imagine, a creator of engaging visitor experiences that entertain, educate, and inspire, has announced the debut of its latest exhibition, showcasing the acclaimed Danish artist and sculptor Thomas Dambo, titled Trolls: A Field Study. This travelling outdoor exhibition is the second Troll exhibition in Imagine’s portfolio and will open on 21 June 2025, at Whipsnade Zoo in Bedfordshire, UK.
Victoria Sage, head of events and programming at Zoological Society of London (ZSL), says: “We’re delighted to be welcoming the trolls to Whipsnade Zoo for this exhibition world premiere. As the UK’s largest zoo, it’s a place where nature and wildlife come together, where kids and grown-ups alike can have fun, explore, and learn together – creating shared moments of wonder along the way.
“Our conservation zoo is the perfect backdrop for these gentle giants, as we’re hoping visitors will be inspired by and build a connection to the amazing natural world around them. The trail will also help raise awareness of the important conservation projects ZSL, the international conservation charity behind Whipsnade Zoo, is working on to protect and restore wildlife around the world.”
Inspiring connection
Crafted by Dambo using fallen branches, wooden pallets, and twigs, this collection of 12 curious trolls—standing between five and over nine feet tall—provides visitors of all ages with a memorable outdoor adventure. It is produced by Imagine’s Exhibition Division.
The installation aims to inspire reflection on environmental stewardship and provides an engaging narrative experience for visitors of all ages. Portrayed as curious observers of human actions, the trolls encourage participation in a “field study” where guests can observe and note how humans engage with their environment. Through their playful presence, the trolls elicit curiosity, laughter, and a fresh perspective on what it means to be human.
“At Imagine, we’re not just building exhibitions, we’re building experiences that drive attendance, expand audiences, and support our partners’ missions,” says Tom Zaller, president and CEO of Imagine.
“Our continued collaboration with Thomas Dambo through Trolls: A Field Study reflects our commitment to delivering story-rich attractions that perform. From our very successful launch of Trolls: Save the Humans to this new exhibit, we’re seeing strong demand from venues looking for content that inspires connection, drives revenue, and leaves a lasting impact.”
See also: Imagine’s 15-year evolution: crafting stories beyond exhibitions
New exhibition builds on partnership
This latest European exhibition builds on the success of Trolls: Save the Humans, Imagine’s first collaboration with Thomas Dambo, which debuted in North America in 2023 and is booked through 2029. This exhibition features six trolls and has reportedly increased attendance at participating venues by over 40% annually, with some locations noting a rise of more than 55% in new visitors.
Thomas Dambo’s Trolls: Save the Humans captivated guests at Memphis Botanic Garden from February to May 2025. Gina Harris, director of education and events, says:
“We hit historical attendance records for each month of the trolls’ stay. Not only did it engage our visitors but also created a strengthened partnership within our community with organizations who shared the mission of these trolls. Everyone was excited to be a part of this exhibit!”
“I started building trolls to tell stories about nature, recycling, and the things we throw away. The reach of these traveling exhibitions has helped take that message farther than I ever hoped,” adds Dambo.
Trolls: A Field Study not only enhances Imagine’s partnership with Thomas Dambo but also furthers the artist’s global project, Trail of a Thousand Trolls, which now boasts over 157 permanent or semi-permanent sculptures worldwide. Only the trolls featured in the two exhibits presented by Imagine are designed to move locations.
Earlier this month, Imagine celebrated the success of Brick Masters Studio: Build with LEGO Bricks Like a Pro, which launched at Science North in Sudbury, Canada, in February. The run marks the world premiere of the interactive and immersive exhibition by internationally acclaimed artist Sean Kenney.
It is already proving successful, with Science North reporting a 30% increase in visitors over the same period last year, and a Net Promoter Score of 90.
