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Simon Daniels

This will be an engaging, accessible and permanent testament to the fact that London was home to one of the world’s greatest ever composers


Handel & Hendrix in London has begun a £3m project to restore Handel’s London home and launch new exhibitions about the German-British Baroque composer, as well as the rock legend Jimi Hendrix, who lived in the flat next door.

Handel & Hendrix in London cares for and presents to the public the homes of the two musicians – George Frideric Handel lived at 25 Brook Street from 1723 until his death in 1759, while Jimi Hendrix moved into number 23 in 1968.

Once complete, the project will enable the public to explore all of Handel’s house for the first time by restoring the basement and ground floor. Called the Hallelujah Project, the £3m works will recreate Handel’s basement kitchen, restore the ground floor parlours in which Handel would receive his guests and restore the front façade of 25 Brook Street so visitors can enter Handel’s home through his front door.

When the museum reopens in May this year, new features will include historic rooms presented as they might have been in the 1740s and recently acquired works of art, creating a collection representative of the more than 100 works of art Handel had hanging in Brook Street, as well as new exhibitions about Handel’s music and a mixed reality audiovisual display about the writing of Messiah in the room in which it was composed.

Visitors will be able to hear live music performed in the rooms in which it was written and sometimes performed, and the museum will also host concerts. masterclasses and exclusive private events.

“Handel’s home has been recognised as a monument of great importance since the mid 19th-century, however, this did not protect the building from unsympathetic development,” said Simon Daniels, director of Handel & Hendrix. “As the composer Algernon Ashton bitterly complained in the press ‘the beautiful old house, which was splendidly preserved, has been spoilt beyond recognition.’

“Restoring Handel’s house to its original appearance was an idea  revived by musicologist Stanley Sadie in 1959. After 63 years, the Hallelujah  Project will finally realise this noble ambition and ensure 25 Brook Street is an  engaging, accessible and permanent testament to the fact that London was home to one of the world’s greatest ever composers.”

Jimi Hendrix’s flat in 23 Brook Street was restored and opened to the public in 2016, featuring exhibitions about the musician and furnished as it would have been when he lived there. Hendrix entertained and collaborated with other 1960s rock icons at the flat, and described it as “my first real home of my own.”

As part of the Hallelujah Project, the Hendrix experience at Handel & Hendrix in  London is being expanded, with a new exhibition exploring Hendrix’s legendary guitar technique. Visitors will also able to walk up and down the stairs to his flat for the first time, passing the spot where George Harrison famously had to step over one of Hendrix’s other visitors who had passed out en route to the exit.

Here Attractions Management speaks to Daniels about the highs and lows of this unique project.
Q&A: Simon Daniels
Director of Handel & Hendrix in London
Photo: Handel and Hendrix in London
How will this project improve the Handel & Hendrix in London experience for visitors?

When we opened the re-created Hendrix flat in 2016, we found that people craved a similarly rich and immersive experience in Handel’s home. Access was very difficult and disorientating for visitors, who arrived at the first floor of Handel’s house via a modern entrance. The Hallelujah Project will change all of that.

Visitors will enter via Handel’s own front door, the Georgian street front of his house having been immaculately restored. Once inside, they’ll be immersed in Handel’s home as it might have been in the 1740s: beautifully lit using sconces and candlesticks, art will adorn the walls in shimmering gilt frames and everywhere there will be signs that Handel himself has just stepped out in the middle of a busy day’s work.

What will make the experience special?

The stories of our two incredible musicians. Visitors will hear about their lives from our volunteers, through interpretation and via a digital visitor guide.

The opportunity for visitors to immerse themselves first in Handel’s 18th century and then Hendrix’s 1960s will be completely unforgettable. Hearing live performances by outstanding musicians – baroque music in Handel’s dining room and rock music in Jimi’s bedroom – will be an incredible experience: hearing music where it was written and first performed.

How will the experience bring visitors closer to Hendrix and Handel?

We’ll be offering a fresh look at both Handel and Hendrix as musicians. In the drawing room, the room in which Handel composed, we’re creating a mixed reality audio-visual installation to explore the writing of Messiah in 1741 to give an insight into how he went about writing music. It will be completely immersive and unlike anything visitors will have experienced before.

Elsewhere, a new exhibition will use sound and film to explore Hendrix’s pioneering and peerless guitar technique and some of his legendary performances. The room will be dressed like a 1960s ‘green room’ and there will be an opportunity for people to share their own memories of seeing Jimi Hendrix or tell us about how he has influenced them as musicians, artists and people.

What are the biggest challenges of this project and what are you most looking forward to?

Our construction partner, Messenger, faces the biggest challenges of this project. It’s a big scheme on a tiny site, with no room for storage of supplies or equipment. I take my hat off to the site manager and team for how they rise to the occasion every day.

What I am most excited about? After 18 months of construction work, I can’t wait to see the house full of staff, volunteers and visitors, while beautiful live music fills the air.

Fast facts

• Handel & Hendrix in London is owned by The Handel House Trust

• The project is being funded by charitable grants and private donations

• Interpretation design is by Outside Studios, AV by Elbow Productions, the construction partner is Messenger and the architect is Peregrine Bryant

• The museum will reopen in May 2023

• Tickets will be £10 for adults and £5 for children

• Dwell time will be one to one-and-a-half hours

• Capacity will be 50 people per hour

Read more from this issue of Attractions Management magazine

View contents of Attractions Management 2023 issue 1
  • Editor's letter: The power of stories
    We think we understand the value of storytelling, but do we really? It’s important to be clear on what it contributes to our industry, says Magali Robathan
  • People: Simon Daniels
    The director of the Handel & Hendrix in London attraction on the £3m revamp aiming to bring visitors closer to the musicians
  • People: Jacqueline Stewart
    The president of the Academy Museum of Motion Pictures on honouring the stars of Black cinema
  • People: Elizabeth Stallard & Jason Jacobs
    On Sacramento Zoological Society’s vision for a new modern zoo with expansive savannahs and restaurants overlooking the wildlife
  • Interview: Tom Lochtefeld
    The ‘father of artificial surf parks’ changed the industry with his pioneering sheet waves. Now he’s back to shake things up again with new deep water wave technology
  • Talking point: Storytime
    How can we use the power of story to connect to guests and create better attractions? We ask the experts
  • Interview: Brian Zimmerman
    The world’s fifth biggest zoo closed its doors in September 2022. We go behind the scenes of the Bristol Zoological Society to find out what happens next
  • Sponsored: No matter the venue aquatic play delivers
    Aquatic play helps keep kids happy, resulting in higher spend from families. WhiteWater’s Cassidy Newman shares some of the attractions using aquatic play to bring in more visitors and increase spend
  • Science centre: Eureka!
    How the new science centre consulted with young people and industry to bring a quirky sense of fun to STEAM
  • Museums: New museums
    From a Bangalore photography and art museum to the Grand Egyptian Museum in Cairo, we review some exciting openings for 2023
  • Marketing: Screaming for screening
    With its edgy brand and young visitor base, Merlin’s London Dungeon was a natural choice for an innovative marketing campaign aiming to take the stigma out of STI testing
  • Research: On the right track
    After a rollercoaster ride, US theme parks are bouncing back, with opportunities for growth driven by gaming IPs, says Mintel
  • Visitor centre: Fish tale
    A floating visitor attraction in Norway has been designed to promote fish farming, as Magali Robathan discovered
  • Research: The art of personalisation
    AI is making it easier to personalise visitors’ online experience. We look at the available tools and their use
Jimi Hendrix moved into number 23 Brook Street, London in 1968
Jimi Hendrix moved into number 23 Brook Street, London in 1968 / Photo: Barrie Wentzell
Live music will be performed in Handel’s dining room
Live music will be performed in Handel’s dining room / Photo: Michael Bowles Handel & Hendrix in London
Visitors will enter the museum via Handel’s front door
Visitors will enter the museum via Handel’s front door / Photo: Handel & Hendrix in London
An artist’s impression of Handel’s front parlour at 25 Brook St
An artist’s impression of Handel’s front parlour at 25 Brook St / Photo: Handel & Hendrix in London
COMPANY PROFILES
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
+ More profiles  
CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
28-29 Sep 2026

Wellness Destination AI Tech Summit – Tourism, Hospitality & Real Estate, 28-29 Sept 2026

Grand Ballroom, METT Singapore, Singapore
+ More diary  
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©Cybertrek 2026
Get Attractions Management digital magazine FREE
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Jobs    News   Products   Magazine   Subscribe
People
Simon Daniels

This will be an engaging, accessible and permanent testament to the fact that London was home to one of the world’s greatest ever composers


Handel & Hendrix in London has begun a £3m project to restore Handel’s London home and launch new exhibitions about the German-British Baroque composer, as well as the rock legend Jimi Hendrix, who lived in the flat next door.

Handel & Hendrix in London cares for and presents to the public the homes of the two musicians – George Frideric Handel lived at 25 Brook Street from 1723 until his death in 1759, while Jimi Hendrix moved into number 23 in 1968.

Once complete, the project will enable the public to explore all of Handel’s house for the first time by restoring the basement and ground floor. Called the Hallelujah Project, the £3m works will recreate Handel’s basement kitchen, restore the ground floor parlours in which Handel would receive his guests and restore the front façade of 25 Brook Street so visitors can enter Handel’s home through his front door.

When the museum reopens in May this year, new features will include historic rooms presented as they might have been in the 1740s and recently acquired works of art, creating a collection representative of the more than 100 works of art Handel had hanging in Brook Street, as well as new exhibitions about Handel’s music and a mixed reality audiovisual display about the writing of Messiah in the room in which it was composed.

Visitors will be able to hear live music performed in the rooms in which it was written and sometimes performed, and the museum will also host concerts. masterclasses and exclusive private events.

“Handel’s home has been recognised as a monument of great importance since the mid 19th-century, however, this did not protect the building from unsympathetic development,” said Simon Daniels, director of Handel & Hendrix. “As the composer Algernon Ashton bitterly complained in the press ‘the beautiful old house, which was splendidly preserved, has been spoilt beyond recognition.’

“Restoring Handel’s house to its original appearance was an idea  revived by musicologist Stanley Sadie in 1959. After 63 years, the Hallelujah  Project will finally realise this noble ambition and ensure 25 Brook Street is an  engaging, accessible and permanent testament to the fact that London was home to one of the world’s greatest ever composers.”

Jimi Hendrix’s flat in 23 Brook Street was restored and opened to the public in 2016, featuring exhibitions about the musician and furnished as it would have been when he lived there. Hendrix entertained and collaborated with other 1960s rock icons at the flat, and described it as “my first real home of my own.”

As part of the Hallelujah Project, the Hendrix experience at Handel & Hendrix in  London is being expanded, with a new exhibition exploring Hendrix’s legendary guitar technique. Visitors will also able to walk up and down the stairs to his flat for the first time, passing the spot where George Harrison famously had to step over one of Hendrix’s other visitors who had passed out en route to the exit.

Here Attractions Management speaks to Daniels about the highs and lows of this unique project.
Q&A: Simon Daniels
Director of Handel & Hendrix in London
Photo: Handel and Hendrix in London
How will this project improve the Handel & Hendrix in London experience for visitors?

When we opened the re-created Hendrix flat in 2016, we found that people craved a similarly rich and immersive experience in Handel’s home. Access was very difficult and disorientating for visitors, who arrived at the first floor of Handel’s house via a modern entrance. The Hallelujah Project will change all of that.

Visitors will enter via Handel’s own front door, the Georgian street front of his house having been immaculately restored. Once inside, they’ll be immersed in Handel’s home as it might have been in the 1740s: beautifully lit using sconces and candlesticks, art will adorn the walls in shimmering gilt frames and everywhere there will be signs that Handel himself has just stepped out in the middle of a busy day’s work.

What will make the experience special?

The stories of our two incredible musicians. Visitors will hear about their lives from our volunteers, through interpretation and via a digital visitor guide.

The opportunity for visitors to immerse themselves first in Handel’s 18th century and then Hendrix’s 1960s will be completely unforgettable. Hearing live performances by outstanding musicians – baroque music in Handel’s dining room and rock music in Jimi’s bedroom – will be an incredible experience: hearing music where it was written and first performed.

How will the experience bring visitors closer to Hendrix and Handel?

We’ll be offering a fresh look at both Handel and Hendrix as musicians. In the drawing room, the room in which Handel composed, we’re creating a mixed reality audio-visual installation to explore the writing of Messiah in 1741 to give an insight into how he went about writing music. It will be completely immersive and unlike anything visitors will have experienced before.

Elsewhere, a new exhibition will use sound and film to explore Hendrix’s pioneering and peerless guitar technique and some of his legendary performances. The room will be dressed like a 1960s ‘green room’ and there will be an opportunity for people to share their own memories of seeing Jimi Hendrix or tell us about how he has influenced them as musicians, artists and people.

What are the biggest challenges of this project and what are you most looking forward to?

Our construction partner, Messenger, faces the biggest challenges of this project. It’s a big scheme on a tiny site, with no room for storage of supplies or equipment. I take my hat off to the site manager and team for how they rise to the occasion every day.

What I am most excited about? After 18 months of construction work, I can’t wait to see the house full of staff, volunteers and visitors, while beautiful live music fills the air.

Fast facts

• Handel & Hendrix in London is owned by The Handel House Trust

• The project is being funded by charitable grants and private donations

• Interpretation design is by Outside Studios, AV by Elbow Productions, the construction partner is Messenger and the architect is Peregrine Bryant

• The museum will reopen in May 2023

• Tickets will be £10 for adults and £5 for children

• Dwell time will be one to one-and-a-half hours

• Capacity will be 50 people per hour

Read more from this issue of Attractions Management magazine

View contents of Attractions Management 2023 issue 1
  • Editor's letter: The power of stories
    We think we understand the value of storytelling, but do we really? It’s important to be clear on what it contributes to our industry, says Magali Robathan
  • People: Simon Daniels
    The director of the Handel & Hendrix in London attraction on the £3m revamp aiming to bring visitors closer to the musicians
  • People: Jacqueline Stewart
    The president of the Academy Museum of Motion Pictures on honouring the stars of Black cinema
  • People: Elizabeth Stallard & Jason Jacobs
    On Sacramento Zoological Society’s vision for a new modern zoo with expansive savannahs and restaurants overlooking the wildlife
  • Interview: Tom Lochtefeld
    The ‘father of artificial surf parks’ changed the industry with his pioneering sheet waves. Now he’s back to shake things up again with new deep water wave technology
  • Talking point: Storytime
    How can we use the power of story to connect to guests and create better attractions? We ask the experts
  • Interview: Brian Zimmerman
    The world’s fifth biggest zoo closed its doors in September 2022. We go behind the scenes of the Bristol Zoological Society to find out what happens next
  • Sponsored: No matter the venue aquatic play delivers
    Aquatic play helps keep kids happy, resulting in higher spend from families. WhiteWater’s Cassidy Newman shares some of the attractions using aquatic play to bring in more visitors and increase spend
  • Science centre: Eureka!
    How the new science centre consulted with young people and industry to bring a quirky sense of fun to STEAM
  • Museums: New museums
    From a Bangalore photography and art museum to the Grand Egyptian Museum in Cairo, we review some exciting openings for 2023
  • Marketing: Screaming for screening
    With its edgy brand and young visitor base, Merlin’s London Dungeon was a natural choice for an innovative marketing campaign aiming to take the stigma out of STI testing
  • Research: On the right track
    After a rollercoaster ride, US theme parks are bouncing back, with opportunities for growth driven by gaming IPs, says Mintel
  • Visitor centre: Fish tale
    A floating visitor attraction in Norway has been designed to promote fish farming, as Magali Robathan discovered
  • Research: The art of personalisation
    AI is making it easier to personalise visitors’ online experience. We look at the available tools and their use
Jimi Hendrix moved into number 23 Brook Street, London in 1968
Jimi Hendrix moved into number 23 Brook Street, London in 1968 / Photo: Barrie Wentzell
Live music will be performed in Handel’s dining room
Live music will be performed in Handel’s dining room / Photo: Michael Bowles Handel & Hendrix in London
Visitors will enter the museum via Handel’s front door
Visitors will enter the museum via Handel’s front door / Photo: Handel & Hendrix in London
An artist’s impression of Handel’s front parlour at 25 Brook St
An artist’s impression of Handel’s front parlour at 25 Brook St / Photo: Handel & Hendrix in London
LATEST NEWS
London Museum makes destination dining part of the attraction
London Museum will open four new food and drink destinations when it launches its new home at Smithfield on 28 November, making hospitality a central part of the visitor experience at one of the capital's biggest cultural openings of the year.
OMA completes New Museum transformation with landmark expansion and Oberon restaurant
OMA has completed a major transformation of New York's New Museum, creating a larger cultural campus that combines expanded exhibition spaces with learning, performance, hospitality and public programming.
David Rockwell creates immersive magic destination, The Hand and The Eye
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick Mansion has created a new destination that combines live magic, immersive theatre, dining and private membership under one roof.
Montana Heritage Center opens with immersive exhibits and US$107 million investment
The Montana Historical Society has officially celebrated the opening of its new Montana Heritage Center, a US$107 million (£79 million, €92 million) destination that combines immersive storytelling with cutting-edge audiovisual technology to bring the sta
Universal launches new theme park model with Kids Resort
Universal Destinations and Experiences has launched a new regional theme park model with the opening of Universal Kids Resort in Frisco, Texas.
San Antonio Zoo reports $283 million economic impact as expansion plans progress
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade- long transformation programme that has seen almost US$200 million invested into the Texas attraction.
Great Barrier Reef attraction set for AU$180 million reinvention
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are progressing, with the project set to transform the attraction into a global centre for reef education and conservation.
Mubadala makes €1 billion bid for Pierre and Vacances
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed €1 billion offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the continental European Center Parcs business.
Disney confirms US$30 billion investment programme as it highlights its economic impact
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise business by 2033, using new America250 celebrations to underline the role its attractions play in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh will create a permanent global destination
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers confirming the six-million-square-metre site will become a Global Village after the event closes.
Australian waterpark acquisition creates new leisure attractions group
The owner of one of Australia's best-known waterparks has acquired a major competitor, creating a new attractions business spanning two of the country's largest visitor destinations.
London Museum reveals 2026 opening date for new Smithfield home
The London Museum’s new site will open in Smithfield, East London, on 28 November 2026.
+ More news   
 
COMPANY PROFILES
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
28-29 Sep 2026

Wellness Destination AI Tech Summit – Tourism, Hospitality & Real Estate, 28-29 Sept 2026

Grand Ballroom, METT Singapore, Singapore
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

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