The new venue, opened in Spring 2025, brings NEON’s internationally successful immersive exhibition concepts to the British capital on a permanent basis for the first time. The facade is conceived as a grand theatre curtain, evoking a sense of mystery and anticipation as it conceals the extraordinary experiences within. The structure features a dual-layer facade system combining functionality with striking visual impact. The inner layer forms the building’s core envelope, while the outer “curtain” facade, a flowing, wavy white veil, wraps the building in an elegant, sculptural form. Its undulating edges lift at key entrances, creating dynamic, inviting access points
Designed to interact with natural light, the curtain facade’s wavy contours cast evolving patterns of light and shadow throughout the day, enhancing the structure’s connection to its surroundings. A multilayer digital system integrates translucent polycarbonate with LED pixels, enabling vibrant graphic displays that elevate visual appeal and offer interactive, unforgettable visitor experiences.
Client: Neon
Developed in collaboration with: EPG Expo Pavilion Group
General contractor: Star Live
Design and construction facts:
double-height, 15-metre-clear exhibition space with mezzanine level;
3,200m² modular building completed on site;
full MEP integration, including quick-connect systems;
programmable LED-lit polycarbonate façades;
smART™ system-powered roof lift using 48 synchronised hoists;
Sustainable credentials:
95% demountable materials, BREEAM ‘Very Good’ rating, B-rated EPC
Back-of-house infrastructure and reusable foundations
Photo: Courtesy of uau studio
