GoGoSafari 2025: A Roaring Success for Norwich
This summer, Norwich was transformed in the wildest, most wonderful way as GoGoSafari 2025 brought a spectacular trail of more than 50 vibrant animal sculptures to the city streets. Lions, elephants, giraffes, rhinos, and gorillas captured imaginations, inspired exploration, and created unforgettable moments for residents and visitors alike.
Over 116,500 people took part in the GoGoSafari, with almost every visitor (97%) rating their experience as good or excellent, and 84% spending more time in Norwich because of the trail.
As a Presenting Partner for this year’s trail, Norwich Business Improvement District (BID) was proud to support this colourful celebration of creativity, and to see the city thrive as a result.
A Boost for the City
The GoGoSafari didn’t just bring people together; it delivered meaningful benefits for our local businesses too:
- Collectively, visitors spent an estimated £16.3 million in the city over the ten-week period.
- 83% of visitors enjoyed food or drink in Norwich while exploring, while 60% went shopping.
- 96% said GoGoSafari encouraged them to get out and explore, and 8% stayed in paid accommodation while doing the trail.
An incredible £380,000 was raised by the GoGoSafari for Break, the amazing local charity that helps children and young people in and leaving care.
Prideoscope: Seeing Norwich Through a New Lens
Among the herd, Norwich BID’s sculpture Prideoscope stood out as a vibrant symbol of imagination and pride in our city. Designed by artist David Cutts, known for his large-scale photorealistic works and collaborations with artists such as Damien Hirst, Prideoscope invited people to see Norwich “through a whole new lens.”
With his kaleidoscopic eyes and vivid design, Prideoscope reflected the energy, colour, and creativity that make Norwich so special. At the closing auction, he found a new home, selling for an incredible £8,300 and contributing to Break’s vital fundraising efforts.
“Norwich BID is proud to have helped bring GoGoSafari to Norwich this summer. The creativity of the sculptures and the excitement of the trail have brought joy to our city’s visitors, championing the life-changing work of Break. We absolutely loved our very own sculpture Prideoscope, and are thrilled that it has been the most collected of all this year on the GoGoSafari app!”
Mini G’s Maximising the Fun
Alongside the larger GoGoSafari sculptures, there were around 100 smaller giraffe sculptures on the trail. Known as the Mini G collection, these fun-size sculptures were designed and decorated by local school and community groups.
Norwich BID were proud to have worked with 15 local businesses to host a Mini G, giving them the opportunity to join the GoGoSafari.
A Safari of Stunning Shopfronts
GoGoSafari 2025 extended beyond the streets and into Norwich’s shops with our Shopfront Safari competition, encouraging local businesses to decorate their windows with a safari theme. It was fantastic to see so many colourful and creative wildlife-inspired displays across the city, adding an extra layer of fun and excitement for trail-goers.
Congratulations to our overall winner, The Garnet Stores, to our runners-ups John Lewis and Bookbugs & Dragon Tales, and to our other shortlisted entries Jarrolds and Lucy and Yak.
“We were thrilled to receive news of our win and have delighted in taking part in this year’s window competition. The incredibly talented Claire Robertson and our wonderful team here at The Garnet Stores loved re-imagining a space for Agnes, the mini giraffe, who had been diligently decorated by the Girl Guides.
We hope our explosion of colour and collaboration brought plenty of happiness to visitors throughout Summer and a colourful moment of creativity to our community”
Celebrating a Summer to Remember
GoGoSafari 2025 proved what makes Norwich such a unique and inspiring place: a city where creativity thrives, community comes together, and colour fills every corner.
We’re proud to have played our part in this unforgettable event, supporting Break’s life-changing work and helping to bring thousands of people into the heart of the city.
Auction Photos Credit [Above]: Mary Doggett
