The zoo and aquarium industry is experiencing a quiet transformation, less flashy than the theme park world, but no less impactful. As we reach the midpoint of 2025, four major trends are reshaping how these institutions operate, engage and evolve, and we’re seeing firsthand how they intersect with design, fabrication and guest experience.
1. Designing for Welfare First
More than ever, zoos and aquariums are doubling down on animal welfare, not just in care practices, but in how environments are built from the ground up. Gone are the days of flat habitats and basic backdrops. Now, exhibits prioritize species-specific behaviors, movement patterns and enrichment opportunities.
From sculpted rockwork that mimics natural terrain to multi-species environments that encourage social interaction, habitat design has become central to the guest experience and animal welfare. At the same time, institutions are rethinking long-term animal care with environments that can evolve to support geriatric populations like wider walkways, softer substrates and climate-controlled shelters are becoming more standard. These design changes aren’t just thoughtful, they’re foundational.
In our work, Nassal has seen this philosophy come to life in projects like the African Forest exhibit at the Jacksonville Zoo, where Nassal fabricated sculpted rockwork and root systems designed to mimic the natural environment of African species. These elements provide shade, texture and terrain variation that support the physical and behavioral needs of the animals, demonstrating how scenic fabrication plays a vital role in long-term welfare. Similarly, at SeaWorld’s Antarctica: Empire of the Penguin, Nassal collaborated on expansive animal habitats where our rockwork was not only sculpted to feel immersive to guests, but also carefully planned to promote natural movement and behaviors for the animals in residence.
This balance between visual storytelling and functional design is where the craft truly comes to life. As Kevin Rogers, Nassal’s Senior Project Manager who has worked on 15+ zoo and aquarium habitats, puts it:
"There's something incredibly rewarding about recreating a natural landscape from somewhere around the world and making it feel authentic and alive. What makes it even more meaningful is working closely with the animal care staff to ensure every detail of our work supports the animals’ needs, health and wellbeing. We're not just building something that looks great, we're building exhibits that enrich the lives of the animals. When guests experience these exhibits and learn about animals they might never otherwise see, especially animals from the other side of the world, is really cool."
2. Elevating Ethical Engagement and Conservation Education
The visitor experience is also evolving. Rather than transactional encounters, zoos and aquariums are creating more intentional, educational journeys. That means curated pathways, themed signage and moments of quiet observation, rather than flashy interactions.
Conservation education is at the heart of this shift. More institutions are incorporating conservation messaging into every layer of the guest experience, from pre-visit content to interpretive graphics and post-visit digital touchpoints. The goal is to connect guests not only to the animals in front of them, but to the species’ broader ecological story and the role humans play in it.
Whether through partnerships with global initiatives, habitat-specific campaigns or on-site conservation labs and programs, zoos and aquariums are positioning themselves as active participants in protecting biodiversity. The messaging is no longer passive; it’s a call to action.
There has also been an uptick in immersive storytelling, where architecture and scenic elements do more than look good. They set the tone for respect, discovery, and empathy. These environments help visitors connect with the mission, not just the moment.
Nassal helps support this shift through scenic environments that act as interpretive tools, settings that educate as much as they inspire. Whether it’s a fabricated root system that subtly explains erosion and ecology, or realistic rockwork that anchors conservation signage, Nassal aims to help guests understand not just where they are, but why it matters.
3. Immersion as a Design Imperative
Immersive environments aren’t just for theme parks. Today’s guests expect zoo and aquarium exhibits to be just as transportive. Nassal is helping design experiences where the boundary between guest and habitat nearly disappears, whether that’s a walk-through aviary, a cascading jungle trail, or a re-created African riverbank complete with sculpted root systems and shaded hideaways.
The key is blending authenticity with durability, safety and accessibility. Every fabricated rock, branch, or cave isn’t just scenic; it’s structural, often hand-sculpted to support both animal interaction and guest flow. In this space, scenic design and animal care are no longer siloed; they’re collaborative.
Nassal brought this vision to life at the Mississippi Aquarium, where Nassal fabricated an iconic entrance feature that blends naturalistic rockwork with sculptural sails and an integrated water feature. These elements don’t just create a visual moment; they set the tone for a fully immersive experience. Every material, texture and curve was designed with both aesthetics and function in mind, ensuring that the first impression is lasting and layered.
4. Designing for All Ages and Abilities
Today’s zoos and aquariums are embracing inclusive design, not only in physical accessibility but also in how stories are told. Layered educational experiences are becoming the norm, offering simple, interactive touchpoints for younger visitors and more nuanced, conservation-focused content for adults and children.
This approach complements physical accessibility improvements. From sensory-friendly zones to mobility-friendly paths and low-profile exhibit sightlines, the industry is rethinking how to welcome every guest. It’s not just about ADA compliance, it’s about equity in experience for staff and visitors of all abilities.
Across our projects, these considerations are baked in from the start. We work with our partners to ensure that scenic elements enhance mobility and visibility, and that environments can be experienced from multiple vantage points - visually, physically and cognitively. As our Director of Rockwork Stephen Dodson explains, designing with inclusivity in mind doesn’t limit creativity; it elevates it:
"We think about how every visitor will experience a space, from a child looking up in awe, to someone navigating in a wheelchair. Rockwork isn’t just about scale or spectacle, it’s about creating access points for wonder."
Looking Ahead
As the second half of the year unfolds, it’s clear that zoos and aquariums are rewriting the playbook. The institutions leading the charge are the ones who understand that the future isn’t about choosing between animal care and guest experience; it’s about designing for both.
At Nassal, we’re proud to be part of that shift, helping our partners create environments that are immersive, educational and deeply intentional.
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