Discover our programme of festive experiences to delight visitors of all ages - combining immersive storytelling, digital artistry and cultural moments in the heart of the West End.
Ice Palace, transforms The Now Building into a breathtaking frozen kingdom. Enjoy a seven-minute journey guided by the Spirit of Christmas, featuring cinematic visuals, a life-sized gingerbread house, Santa’s Workshop and a magical snowfall moment.
The Butterfly Trail - one of our most popular exhibitions - returns for the festive period, offering visitors a magical, immersive journey through stunning digital butterflies.
A festive twist on one of our audience-favourite installations, Emoji Shower: Christmas Edition invites visitors to step into a snowstorm of Christmas emojis for a light-hearted holiday moment.
Emoji Shower: Christmas Edition at The Now Building
A calming visual experience for those seeking a quieter festive moment, Nature Relaxation: Cozy Christmas features warming winter scenes designed to offer a peaceful escape from the city’s pace.
Just outside, Eating With Tod - the viral foodie with 2.1M followers - has curated a brand-new festive food market, Tod's Festive Feast. The lineup brings together some of London’s most talked-about vendors, from Roll Boys Limited and From The Ashes BBQ to Beltane & Pop and Bread Ahead Bakery just to name a few. Think giant raclette melts, crème brûlée doughnuts and inventive holiday dishes. The market runs daily until December 28th.