Philadelphia, Thursday, 25 September 2025.
Universal Destinations & Experiences will premiere a museum-scale exhibition at Philadelphia’s Franklin Institute opening on February 14, 2026, turning 18,000 m² of gallery space into an off-site extension of park IP. For retail and attractions professionals, the most intriguing fact is the deliberate conversion of engineering, show design and original ride artifacts into a revenue and marketing vehicle—over 100 artifacts, 8 themed galleries and 25 interactives aim to extend guest engagement beyond park gates. This signals a tactical shift toward heritage-branding, non-ticketed promotion funnels and touring-exhibit potential that can drive secondary income, licensing opportunities and talent recruitment. The partnership with a major science museum also reframes technical storytelling—animatronics, ride systems and projection tech—into B2B showcase formats attractive to suppliers and licensors. Operators should evaluate implications for IP lifecycle management, protected asset reuse, merchandising tie-ins and how museum-quality displays can amplify brand reach and long-term monetisation without relying solely on in-park attendance.