The Now Building

A major highlight for many visitors is that the immersive digital art experience is completely free to enter and enjoy.

The massive 360° LED screens on walls and ceilings provide stunning, high-resolution visual displays, creating an otherworldly and engaging experience.

Many exhibitions feature interactive games and displays, making it particularly enjoyable and engaging for children and adults alike.

Located right by Tottenham Court Road tube station, it's easily accessible and perfect for a quick stop while in central London.

Despite the dynamic visuals, many reviewers describe the atmosphere as relaxing and a good spot to sit, unwind, and escape the city buzz.