23 October 2026
International art experience becomes 14th event to be hosted at Immerse LDN
as city’s largest entertainment district surpasses 1.7 million ticket sales
Contemporary, interactive art experience Balloon Museum will become the 14th event to be hosted at Immerse LDN when it opens this weekend, as the city’s immersive scene continues to boom.
The ‘EUPHOЯIA - Art is in the Air’ exhibition opens on 24 October at London’s largest immersive entertainment district – Immerse LDN – located on Excel London’s redeveloped waterfront in the Royal Docks.
Founded in Italy in 2021 and conceived and produced by Lux Entertainment, Balloon Museum is an international contemporary art project showcasing large-scale installations by leading artists including Turner Prize winner Martin Creed.
Having exhibited in various guises at more than 20 major international cities across Europe, North America and Asia, Balloon Museum now brings its interactive and playful exhibition to London where it’s set to delight audiences of all ages.
“Bringing EUPHORIA to London marks a new chapter in the journey of Balloon Museum,” commented Roberto Fantauzzi, CEO and Founder of Lux Entertainment. “It is a project that reflects the evolution of our vision, creating an increasingly direct dialogue between art, space and the public.
“With its extraordinary cultural and creative energy, London is the ideal place for this next step and to offer audiences an experience that brings together international artists, different languages and new perspectives.”
Indeed, London’s immersive scene continues to flourish with Immerse LDN now surpassing 1.7 million ticket sales since launch. Developed as part of Excel’s wider multi-million-pound investment programme, the experience destination will also shortly boast four shows open concurrently.
Damian Norman, Director of Immerse LDN, commented: “London’s world-class cultural scene, diverse audience and booming visitor economy make it an ideal choice for immersive experiences, and I know Balloon Museum is going to be a huge success when it opens at Immerse LDN.
“Here at Immerse LDN, our diverse portfolio of events continues to thrive, with more being added all the time, meaning we will have four family-friendly immersive experiences to offer visitors as we head into the busy festive period.”
He added: “Of late, we’re seeing immersive experiences becoming more participatory, expanding beyond traditional formats and with greater emphasis on shareable experiences. At the same time, our organisers are also telling us this has to be complemented with best-in-class venue facilities and transport links, which is where Immerse LDN comes in.”
Balloon Museum opens on 24 October. Admission starts from £26 for adults and £20 for children, with family tickets from £59.
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