Imagine Exhibitions is now Imagine, marking its 15th anniversary with a rebrand that reflects its evolution and forward-looking vision for the future.
Over the past 15 years, Imagine has transformed from a company solely focused on creating and touring exhibitions to a multifaceted organisation. In its arsenal of services, Imagine offers master planning, design, production, retail design, merchandise development, operations, and marketing—both for its own projects and those of its clients.
This diversification has led to the establishment of four main departments. Each specialises in distinct business areas at Imagine, including Exhibitions, Studio, Retail, and Operations.
This holistic approach to entertainment design has allowed Imagine to take on a wide range of projects beyond exhibitions, establishing itself as a global leader in immersive experiences. The company’s work now spans 23 countries and includes everything from large-scale exhibitions to permanent attractions and outdoor experiences. By expanding on its services, Imagine provides a full-service approach that sets it apart from other companies in the entertainment industry.
Blooloop speaks to Tom Zaller, founder and CEO, Debbie Donohue, COO and VP of sales, and Shawn McCoy, senior VP of business development and creative strategy, to learn more about what this new chapter means for Imagine, its clients and partners, and the industry as a whole.
Creating experiences
Founded in 2009, the company has grown from a small touring exhibition enterprise to a global leader in immersive entertainment. At the heart of this growth is founder Tom Zaller, whose vision for Imagine has always been one of innovation, storytelling, and a passion for creating unique experiences.
Reflecting on the company’s early days, Zaller says:
“I started in this line of work in the late 90s, initially working on the development and touring of Titanic the Artifact Exhibition, later working for the company that owns the wreck of the Titanic. Then, I was one of the founders of Premier Exhibitions, which I left in 2009. When I left, I knew I wanted to create new and more experiences and support others in doing the same. I also had a long-term goal: to build something of my own.”
Since then, Imagine has grown into a global player in the entertainment industry, producing dozens of exhibitions and experiences worldwide. A standout example is Harry Potter: The Exhibition, which Imagine planned, designed, and produced in partnership with Warner Bros. Discovery Global Themed Entertainment.
The exhibit is currently touring four continents simultaneously —a testament to the company’s ability to deliver large-scale projects with global reach. But Harry Potter is just one piece of Imagine’s portfolio. Popular outdoor experiences like Thomas Dambo’s Trolls – Save the Humans and permanent attractions in Las Vegas further demonstrate the company’s versatility and creativity. This vision has continued to evolve over the years.
From Imagine Exhibitions to Imagine
As Imagine celebrates its 15th anniversary, the decision to rebrand felt like a natural next step:
“People have always referred to us as ‘Imagine’ anyway,” Zaller says. But there’s more to the rebrand than just simplifying the name. It reflects the company’s broader capabilities and ambitions beyond exhibitions.
“Our incredibly talented team can do much more, from experiential design to operations and marketing. We’re involved in everything from museum galleries to retail design and even helping other businesses with installation and operational support. So, this rebrand is letting the world know that we’re not solely about exhibitions anymore.”
Donohue explains that the rebranding is not a sudden shift:
“We have evolved as we continue to create more immersive and interactive experiences. We have increased our internal capabilities by doing things such as developing and deploying rich retail experiences, operating exhibitions both permanently and touring and building and nurturing a very skilled marketing and operational team.”
Shawn McCoy adds that the transformation has been driven by demand. He says that Imagine has always been a company that has evolved and adapted better to serve its clients, audiences and market needs and conditions:
“While the exhibitions side of our business is our foundation and will continue to be a core part of our offerings, we now provide many other services, with our in-house design studio, retail team and operations department working with several clients on various permanent museums and attractions.
“The rebrand allows us to better present who we are now and where we are continuing to evolve.”
The value of a full-service approach
What truly distinguishes Imagine from other companies is its comprehensive approach. With a studio team that offers end-to-end services, Imagine can plan, design, and produce projects with unparalleled attention to detail. The team’s creative vision is brought to life through a meticulous process. This ensures every element of the experience aligns with the overall narrative and the brand’s identity.
The retail team adds another layer of engagement by crafting immersive store environments and curating unique merchandise that enhances the visitor’s connection to the experience. Visitors are not merely buying souvenirs. They are taking home a piece of the story, thoughtfully designed to evoke the emotions they felt during the exhibition.
On the operational side, Imagine’s operations division ensures that every logistical challenge is met with precision. From managing the installation of complex sets to handling the daily operations of a travelling exhibition, this team’s expertise guarantees that every project runs smoothly, no matter how large or small.
Operational expertise
Zaller emphasises that Imagine’s operational expertise is a crucial differentiator in the market:
“We do this every day—whether it is operating an exhibition, attractions, a retail store, or one of our food and beverage outlets. We understand what it takes to run things smoothly, stay on budget, and deliver high attendance. It’s a full-service approach, which is a big part of why people come to us.”
Talking about the challenge of aligning business development with such a broad range of services, McCoy says:
“The expansion of our services was driven to support our travelling and permanent exhibition business. In recent years, various clients have asked us to provide these services for their projects, whether they are travelling exhibitions, museums, brand experiences, or IP-based attractions. So, from a business development standpoint, we’ve been fortunate that we have been approached by several potential clients, which have now turned into great projects.
“As word has slowly gotten out that we are providing these services, we are now getting more and more inquiries and opportunities. That has been exciting.”
The operational strategy has evolved to support this growth, adds Donohue. “We have been increasing our skilled senior team over the past few years by finding experienced professionals who align with our values and mission. It is essential to ensure that your team is the right team, that you have the right people in the right roles, and that you’re all aligned on the same values.”
The company culture at Imagine
These shared values are integral to Imagine’s internal culture, says Donohue, who has been with the company since its inception:
“Company culture usually comes from the top down. Our CEO, Tom, is charismatic and energetic, which fosters a culture of hard work and fun. We create unforgettable experiences worldwide, so we seek dedicated individuals who share our values and strive to deliver the best.”
Since its inception, Imagine has undergone impressive growth, especially since 2021. The company has expanded from a pre-pandemic team of 45 to over 125 full-time corporate employees. There are also more than 150 site staff supporting the operation of its diverse global portfolio of exhibits and attractions.
The company’s team comprises talented and passionate individuals from diverse backgrounds. Each brings a wealth of eclectic experience that enhances its capabilities across its divisions. This variety in expertise—ranging from theatre and fine arts to engineering and business development—ensures that every project benefits from a broad perspective and innovative thinking.
“We believe that diversity drives creativity,” Donohue says. “Having team members with different experiences fosters collaboration and leads to richer, more engaging experiences for our audiences. Our people are our greatest asset; their unique skills and insights allow us to approach projects from multiple angles, ensuring we meet and exceed client expectations.”
This culture of collaboration not only strengthens internal teamwork but also helps build robust relationships with clients and partners. By fostering an environment where everyone is encouraged to contribute ideas and challenge the status quo, Imagine can push the boundaries of what’s possible in immersive entertainment.
Imagine: an owner’s perspective
With several of its own visitor experiences currently in the market, Zaller believes that this hands-on owner’s perspective is a significant factor in the company’s success. “We think about the money like it’s our own,” he says. “That mindset makes all the difference. We don’t just spend a budget. We treat it like our own investment, ensuring that every decision supports the project’s long-term success.”
“This separates Imagine from other designers and producers,” says McCoy. “As we own and operate many of our own exhibits, attractions, retail destinations, and food and beverage experiences, we look at everything through the lens of an operator.”
Creating a great guest experience is extremely important but is just one part of an overall equation, he adds:
“To be successful from a business standpoint, we carefully analyse and plan every aspect of the project. That includes budget, schedule, capacity and throughput, additional revenue streams, staffing, maintenance, marketing and more. We treat every project as if we are the owner, which results in visitor experiences that are as operationally successful as they are engaging.”
This approach ensures that Imagine not only creates engaging, innovative experiences but also runs them efficiently and profitably.
“We’re always thinking about how to get the highest attendance, generate revenue, and create a great guest experience,” says Zaller. “It’s second nature to us.”
Ensuring success
One of Imagine’s strengths is its ability to consistently sell tickets. Reflecting on effective strategies in driving attendance and ensuring that each attraction has commercial success, Donohue says:
“A lot of it starts with choosing the right products. When we create an exhibition, we are thinking about what the experience is, what demographic would be interested in that experience, which brands can deliver that experience, and which markets have the demand. So many different factors influence what we work on. It’s about understanding what people want.”
Zaller adds: “We try to pick things that work no matter where you are—like dinosaurs or Harry Potter. These are universal stories that resonate everywhere. If you can find those experiences, your opportunities are endless.”
A global perspective has been crucial for Imagine, allowing the company to tap into new markets and opportunities. “We’ve always been open to working anywhere. Whether it’s Singapore, Europe, or the US, we’ve learned to adapt to local rules and apply them to our business model.”
On the secrets of successful global expansion, Donohue says:
“The first thing is looking for partners who are also aligned with these values. We provide a turnkey, museum-quality experience. So, finding the right partners interested in that same high-quality experience and having the same goals is essential.”
McCoy says that, for Imagine, being a good partner starts with being good listeners, especially at the beginning of the project, and being good collaborators throughout its development:
“We pride ourselves in actively listening to each client’s vision, understanding their hopes, dreams, what they want to achieve, and what they are concerned about. That means we can create a guest experience that not only meets but exceeds their expectations. Throughout the project, we maintain constant communication and continue to collaborate with our clients and stakeholders to ensure that their feedback is incorporated into the continuing development of the project and its final product.”
Innovation and storytelling at Imagine
At the heart of Imagine’s work is a commitment to storytelling. While the company leverages cutting-edge technology to enhance its exhibitions and attractions, Zaller emphasises that the story always comes first:
“At the end of the day, we’re storytellers. Whether it’s a science exhibition or a pop-culture experience like Jurassic World, it’s about immersing people in a narrative. The technology is just a tool to enhance that story.” This approach has led to the creation of some of the world’s most beloved exhibitions.
McCoy adds that understanding the intellectual property (IP) behind each experience is also essential for success:
“You have to understand the IP, inside and out. We work closely with studios and licensors to create experiences that are authentic to the brand. This collaboration ensures that we stay true to the original vision while also bringing something new and exciting to the table.”
Building a legacy in the attractions industry
Looking to the future, Zaller says:
“We’ve been fortunate to be part of some incredible projects and worked with great brands to tell amazing stories. If we can inspire others in this industry, that’s great. But for me, it’s about staying relevant and continuing to do what we love.”
Zaller is excited about continuing to do what Imagine does best: creating immersive experiences that entertain and inspire. “We have the best job in the world,” he says. “We get to tell stories, make people happy, and also work with amazing brands.
“I’m looking forward to more of that—more innovation, more storytelling, and more smiling faces.”
“I’m excited about the rebrand,” adds Donohue. “As a storyteller, it’s great to tell our story. We’ve been busy doing some of these things for a year or two and have such fantastic teams, and I’m excited to tell the world about it. I’m proud of the growth at Imagine and our team here. I am excited about the future and continued growth.”
“While we are celebrating our 15th year in business, we are also starting a brand-new chapter in our company’s evolution, which has already presented several exciting opportunities,” says McCoy.
“Imagine loves working with IPs to create immersive experiences that connect to audiences in a unique and memorable manner. I’m looking forward to more of those projects. I started my career primarily focused on developing museums and science centres. So, I’m also looking forward to creating new cultural destinations that educate and inspire.”
As Imagine enters its next chapter, the company’s rebrand and renewed focus on its broader capabilities signal a bright future. With a global presence, a commitment to innovation, and a passion for storytelling, Imagine will continue shaping the future of the attractions industry for years to come.
In Zaller’s own words:
“Our job is to keep having fun, stay relevant, and make sure we get to keep doing what we love—telling stories that resonate with people, wherever they are in the world.”
