Imagine, a creator of engaging visitor experiences that entertain, educate, and inspire, has developed a dynamic new visitor experience for the Delta Flight Museum in Atlanta, US.
The renovated museum officially reopened on 7 April, and commemorates Delta Air Lines’ centenary.
Nina Thomas, director of exhibits and public programs, Delta Flight Museum, says: “Working with Imagine on the renovation of Delta Flight Museum brought our 100-year history to life. The creativity, flexibility and dedication to our vision was shared by both Delta and Imagine, allowing us to complete the project in record time.”
This vibrant, visitor-focused attraction at Delta’s Atlanta headquarters combines immersive storytelling, interactivity, and state-of-the-art technology with Delta’s legendary heritage. The museum update includes interactive exhibits, captivating media, and refreshed galleries, developed to engage families, aviation fans, and history lovers.
It also has particular significance for Imagine, which is located only a few miles away.
Tom Zaller, CEO of Imagine, says: “We are honored to have collaborated with the Delta Flight Museum to create this world-class experience in our own backyard. This has truly been a passion project for our team, and we can’t wait for visitors to immerse themselves in Delta’s incredible history and stories.”
The project signifies a significant milestone for the company’s creative studio, Imagine Studio, which now offers full-service planning, design, operations, marketing, and retail for cultural destinations, brand experiences and attractions globally.
See also: Imagine’s 15-year evolution: crafting stories beyond exhibitions
From crop-dusting to global aviation leader
The visitor experience spans two hangars, and shares the story of Delta’s evolution from a small crop-dusting business to a world aviation leader through interactive displays, themed environments, immersive media, and historic aircraft exhibits.
Guests start in the Legacy Hangar with Taking Flight, a 270 degree media presentation that traces Delta’s early history, and ends with the unveiling of the Huff Daland Duster, the airline’s first aircraft.
The accompanying gallery presents rare artefacts, restored planes, and an in-depth timeline of advancements in aviation, innovation, and customer service. In the You Are Here exhibit, the airline’s original maintenance bays are brought to life with AI-powered interactives, and children can explore in a hands-on STEAM play area.
Next door, the Spirit Hangar explores Delta’s modern era and international impact. Key exhibits include Colors of Delta, a bold display of more than 280 objects from Delta and its numerous airline acquisitions; and Delta Connects You, an XR experience with full-height LED visuals that transports visitors to the company’s top worldwide destinations.
The Spirit of Delta shares the story of the iconic Boeing 767 in a multisensory holographic theatre, while the versatile Delta Destinations gallery showcases Delta’s international network, with illuminated graphic panels highlighting the airline’s global destinations and teams. At night, the panels can be lifted to turn the space into an events venue.
Further features include a newly designed Chairman’s Club display recognising the company’s exceptional employees, and a 100-foot-long mural representing Delta’s commitment to education and community created by Jennifer Wee, a student at the Savannah College of Art and Design (SCAD).
Integrated experience
Imagine handled creative direction and executive production for the whole project, demonstrating the company’s comprehensive approach to experiential storytelling.
Shawn McCoy, Imagine’s SVP of business development and creative strategy, says: “We approached this not as a traditional museum, but as a fully integrated, guest-centric experience. Every detail—from media and interactives to layout and tone—was crafted to build emotional connection and reinforce the Delta brand story.”
Imagine also gathered a best-in-class team of collaborators to help realise the concept, including:
- Creative Principals – Research, narrative development, concept development
- Blue Telescope – Concept and media for Taking Flight, Engines Gallery, and lobby
- Journey – Design and production for XR Stage and Centennial exhibit
- NeoPangea – Concept and media for the Spirit of Delta holographic theatre
- Yessian Music – Original score for Taking Flight
- Nassal – Exhibit fabrication
- Sysco – AV system design and integration
- Proto – Hologram technology for the Spirit of Delta experience
The Delta Flight Museum project highlights the trend for brand destinations that surpass traditional storytelling to offer emotionally impactful and culturally meaningful experiences.
The project also represents the next stage in Imagine’s evolution. The company is recognised for its travelling exhibitions, such as Harry Potter: The Exhibition and Titanic: The Exhibition, and has now expanded its focus to encompass permanent experiences, immersive media, themed F&B, and experiential retail.
Imagine Studio has now cemented its position and is designing and delivering full-service destinations for cultural institutions, international brands, and developers.
“This was about more than just telling Delta’s history. It’s about inspiring the next generation—to see the power of flight, the spirit of innovation, and the people who make it all possible,” says Zaller.
Last month, Imagine shared details of its portfolio of travelling dinosaur exhibitions, which spans both indoor and outdoor shows. Its most recent exhibit is Ice Dinosaurs, which focuses on dinosaur explorations in Alaska. This joins Dinosaurs Around the World, Dino Safari, Dinosaur Explorer, and the art and science exhibition Dinosaurs in Motion, placing the company as the biggest provider of travelling dinosaur exhibitions.
