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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
COMPANY PROFILES
iPlayCO

iPlayCo was established in 1999. [more...]
TechnoAlpin Indoor

TechnoAlpin is the world leader for snowmaking systems. With the Indoor snow division, TechnoAlpin c [more...]
ProSlide Technology, Inc.

A former national ski team racer, ProSlide® CEO Rick Hunter’s goal has been to integrate the smoot [more...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
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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
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Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
Warner Bros Discovery collaborates on upcoming Pompeii attraction
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
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Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford– Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx- Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
UK government cuts VAT on attractions to boost summer visitor economy
The UK government has announced a temporary reduction in VAT on visitor attractions and children’s meals as part of a summer cost-of-living support package designed to stimulate the visitor economy and encourage family days out.
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively to CLADmag about his mission to spread joy, the power of play, and his bold approach to using colour (including the colours you won’t see in his work).
Government of Thailand reveals it is courting major theme park operators
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn) entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials proposing a large-scale theme park and sports destination as part of a broader tourism and economic development strategy.
+ More news   
 
COMPANY PROFILES
iPlayCO

iPlayCo was established in 1999. [more...]
TechnoAlpin Indoor

TechnoAlpin is the world leader for snowmaking systems. With the Indoor snow division, TechnoAlpin c [more...]
ProSlide Technology, Inc.

A former national ski team racer, ProSlide® CEO Rick Hunter’s goal has been to integrate the smoot [more...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
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