Purpose – The purpose of this paper is to identify the structural dimensions of a new museal offer, museoparks, which use edutainment and more generally re‐enchantment strategies. Design/methodology/approach – To bring out the symbolic dimensions specific to these cultural sites, the methodology used is based on the analysis of photographic media. Findings – The analysis reveals four main symbolic dimensions structuring these hybrid cultural offers: spectacularization, immersive character, ritualized character, and very intense merchandizing of the experience. Research limitations/implications – This analysis allows us to update a hybrid, complex and re‐sized form of cultural experience that goes beyond the classic combination identified in the analysis of edutainment strategies (educational and fun dimensions). Practical implications – From a managerial action perspective, this research provides keys to understanding the strategies proposed by the hybrid offers of museoparks; strategies that might inspire many museum managers eager to imitate them. Originality/value – This research provides keys for understanding the logic underlying the structuring of the experience offered by cultural institutions.