Attraction Review: Dopamine Land 

I recently attended the press launch of Dopamine Land, a brand-new interactive and multisensory experience that transports guests to an immersive “world of happiness” that channels the limitless imagination of your inner child and transforms it into reality.  This experience aims at triggering a gentle release of dopamine in each of the spaces in different ways as you travel through the gallery.
Women enjoying laughs at dopamine land in Kensington london posing for mums magazine

What is Dopamine?

The name of this experience comes from Dopamine which is a chemical released in the brain that makes you feel good. It is responsible for allowing you to feel pleasure, satisfaction and motivation. A dopamine ‘reward’ can be caused by pleasant experiences, including eating nice food, feeling loved, winning a game and earning money, and having the right amount of dopamine is important for both body and mind. 

You can compare the feeling to the happiness you experience while visiting one of the holiday parks in Cornwall. While Cornwall is relatively less popular than London, it is definitely worth a visit for everyone holidaying in the UK. It is known for its thrilling staycations. So now you probably know what a dopamine rush feels like, right?

Dopamine Land is bit like an interactive museum that combines traditional media and innovative technology. An opportunity to disconnect from everyday life and connect with your emotions through colourful installations that inspire relaxation, excitement and happiness.
Dopamine Land encourages visitors of all ages (literally 0 to 100) to chillax while navigating around multiple colour-filled themed rooms with activities that emulate nostalgic childhood games – The Ground is your Enemy, the Bubble Room, the Popcorn Room and the Pillow Fight Room.
Women enjoying the colourful rooms and pop corn room at dopamine land in London Kensington posing for mums magazine

Popcorn Room 

The first room you enter resembles the inside of a popcorn machine. The smell, the sound and the sights of popcorn, through images that are projected onto the walls and the sound effects, transported me to a world of popcorn and memories of old movies. The soft cushions, the taste of fresh popcorn and videos of the slow-motion popcorn explosion were key to evoke cinematic nostalgia and excitement from my childhood. 

Infinite karma 

This was a star-dusted infinitude of a mesmerising landscape of lights. It was my favourite room along with the pillow fight experience. 

Lucid Dreams 

This room filled with mirrors and colourful videos is an infinite dreamscape that allows your imagination to fly free. This space explores the concept of ASMR content (Auto Sensory Meridian Response): something that evokes light and pleasurable tingles, sparkles, fuzziness or waves of relaxation in the neck, spine and body. 

The ground is your enemy 

This room is a space flooded with infinite mirror illusions on the floor, lights and sound effects. I had fun taking quirky pictures with optical illusions and finding the way out of the room. Only one of the paths leads to the end!

This classic game is given a video-game styled makeover and makes you feel as you had jumped inside an 80s video game. 

Keep calm and carry on 

In this room you experience an immersive digital nature, a forest of the surreal. Natural spaces of great calm and beauty are conjured through lights, mirrors and physical objects creating a shifting, layered forest.

It certainly had a calming effect on me which goes to show that nature releases dopamine in us. 

Pillow Fight!

Without a doubt, the pillow fight room was my favourite one and the one I would go back to Dopamine Land for. Although you could argue that you could have a pillow fight at home, you couldn’t really do it in the same way. The room at Dopamine Land is a colourful cushioned space filled with hundreds pillows. This activity triggers lots of energy release and giggles in combat and it makes you feel  a child again like nothing else does. 

Bubble Tea Bar 

 joyful Woman in the bubble tea room at dopamine land in Kensington london posing for mums magazine

The Dopamine Land experience lasts approximately 1 hour but it can last as long as you want because at the end there’s a cocktail bar including a ping pong table and other colourful activities where you can spend hours.

Woman wearing a red and green top on gum ball with green backdrop at dopamine land in Kensington london posing for mums magazine

I had delicious cocktails and a bubble tea with a Rhum punch under a sky of bubbles and colourful stained glass windows. The 70s bubble gum machines and the ping pong table were crucial to unleash my inner child.

Dopamine Land was created by Fever, the leading live entertainment discovery platform behind some of London’s most loved attractions.
Opening hours:

Wednesday and Thursdays: 3 p.m. – 7:30 p.m

Fridays: 3 p.m. – 7:30 p.m.

Saturdays: 11 a.m. – 7:30 p.m.

Sundays: 11 a.m. – 6 p.m Duration: 30-50 minutes


79-85 Old Brompton Road, SW7 3LD, South Kensington, London

Tickets available from here

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