Imagine, a creator of engaging visitor experiences that entertain, educate, and inspire, is celebrating the successful Middle East debut of Harry Potter: The Exhibition at Manarat Al Saadiyat, a centre aligned with arts, heritage, and global cultural programming in Abu Dhabi, UAE.
Although the company has been working in the Middle East for many years, this leg of the globally popular exhibition’s tour signifies Imagine’s commitment to an expansion in the region. The show opened at Manarat Al Saadiyat on 31 July and will close on 21 September 2025. Abu Dhabi’s growing status as a cultural and leisure destination makes it an ideal host for the exhibition.
Worldwide expertise in immersive storytelling
Imagine, formerly Imagine Exhibitions, has produced and operated hundreds of experiences worldwide, leveraging its expertise in immersive storytelling, experiential design, operations, and retail integration.
The company has created and produced blockbuster hits such as Jurassic World: The Exhibition, The Hunger Games: The Exhibition, Downton Abbey: The Exhibition, Titanic: The Exhibition and most recently Harry Potter: The Exhibition, in addition to the slate of over 40 current touring exhibitions and experiences and engaging F&B outlets.
See also: Imagine’s 15-year evolution: crafting stories beyond exhibitions
Harry Potter: The Exhibition, which launched in Philadelphia in 2022, is a proven global hit that has welcomed over 4 million visitors worldwide to date. This year, the exhibition has been successfully presented in Macau, Madrid, Melbourne, Krakow, Salt Lake City and will open in Dallas and Milan before the end of the year.
The exhibition features immersive galleries designed with unique technology and craftsmanship, offering visitors an engaging experience. Attendees will see firsthand the authentic props and original costumes used in all the Harry Potter films that were worn and used by the actors and hear about the behind-the-scenes details that add depth and realism to the creation of the films.
There are also authentic props and costumes from the Fantastic Beasts films and the Broadway show Cursed Child. The experience is billed as the most comprehensive touring exhibition ever created about the extended world of Harry Potter and the only touring experience globally where visitors can view these incredible props and costumes. It offers a personalised and interactive journey designed to appeal to a broad audience, from casual fans to superfans.
Imagine has established a strong presence in the Middle East over the past decade. During this period, the company has been involved in various projects, including the 2014 exhibition Angry Birds Universe: The Art and Science Behind a Global Phenomenon in Dubai. Furthermore, Imagine has hosted several short-term touring exhibitions and immersive attractions across the region, including in the UAE, Saudi Arabia and Qatar.
This extensive experience demonstrates the company’s proven track record of success and its ability to adapt global intellectual properties to local markets. It also highlights Imagine’s deep understanding of regional audiences, cultural nuances, and operational requirements.
An exciting market
“Our team has been fortunate to collaborate with partners across the Middle East for many years,” says Shawn McCoy, senior vice president of business development and creative strategy at Imagine.
“What stands out today is the region’s renewed focus on both innovation and economic sustainability. The energy we’ve witnessed recently reflects not just a drive to bring IPs and world-class experiences to local audiences, but also a clear vision for building attractions that are strategically planned for long-term cultural and economic impact.
“That combination makes the Middle East one of the most exciting markets in the world right now.”
Beyond touring exhibitions, Imagine’s Studio division provides a comprehensive suite of services, leading the creative design and production of both permanent and custom attractions. The organisation also possesses retail and operations expertise, enabling it to maximise guest engagement and revenue.
Additionally, Imagine has strategic potential to partner with regional developers, leisure groups, and cultural institutions. Short-term immersive attractions are emerging as a growth area in the Middle East, and Imagine is well-positioned to take a leading role in this expansion.
Bringing global IP to local audiences
“My first visit to the Middle East was to visit my wife and her family in 1993, and it has been wonderful to watch Dubai grow over the last 30+ years. We’ve been proud to work in the Middle East for more than a decade, and it is one of the most exciting leisure and cultural markets in the world right now,” says Tom Zaller, president & CEO of Imagine.
“We have been fortunate to work in the region with cultural institutions, integrated resorts, museums, science centres, theme park owners and developers, and we see enormous potential to collaborate on projects that bring beloved IPs and new stories to life for audiences across the region.
“Imagine is not only bringing global IPs like Harry Potter to local audiences but also opening the door to new partnerships that can define the next generation of visitor attractions, museum exhibitions or immersive entertainment.”
Debbie Donohue, COO and vice president of sales at Imagine, adds: “As a global leader in immersive content, the Middle East remains an important region for Imagine. With over 15 years of collaboration with key partners across the region, we’re excited to deepen our presence and continue expanding our reach.”
Earlier this year, Imagine debuted new travelling exhibitions, Brick Planet: A Magical Journey Made with Lego, which opened at Springs Preserve in Las Vegas, US, in May, and Trolls: A Field Study, which opened at Whipsnade Zoo in the UK in June.
