Ripleys Believe It or Not!

London, England

London’s Piccadilly Circus welcomed an exciting new attraction in 2008, as the JRA-designed Ripley’s Believe It Or Not! Museum opened within the iconic London Pavilion entertainment complex. Spread over five levels, the museum occupies approximately 25,000 square feet of the Pavilion, and has become one of London’s major tourist destinations.

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The museum features artifacts from the unique collection of American cartoonist and adventurer Robert Ripley. For over 40 years, Ripley – often referred to as the real-life Indiana Jones – traveled the world collecting the unbelievable, inexplicable and one-of-a-kind. Artifact highlights within the London attraction include an actual section of the Berlin Wall, genuine shrunken heads, an authentic vampire killing kit, a four-meter long model of London’s Tower Bridge made out of matchsticks and a 545-pound meteorite.

JRA worked with Ripley Entertainment Inc. and London Bridge Entertainment Partners LLP to conceptualize, design and produce the attraction. Ripley Entertainment Inc. is a leading global attractions company with annual attendance of more than 13 million. In addition to its 70-plus attractions, the Orlando, Florida-based company has publishing and broadcast divisions that oversee projects, including the globally syndicated Believe It or Not! television show, best-selling books and the popular syndicated cartoon strip.