What Upside Down House does

Upside Down House UK Ltd is a privately held experiential attraction company founded in 2018 and headquartered in Grays, United Kingdom. It operates a chain of immersive photo-experience attractions in which visitors walk on ceilings and pose on inverted furniture inside gravity-defying, locally themed rooms. The company-managed UK footprint spans Brighton, Blackpool, Bristol, Cardiff, Liverpool, Metrocentre (Gateshead), and Westfield London, complemented by partner-operated sites in Clacton-On-Sea, Great Yarmouth, Mumbles, Portsmouth, and Skegness, plus a UK theme park presence at Gulliver's Kingdom in Matlock Bath. International expansion is delivered through a licensing model, with houses built and shipped to Futuroscope in France ("La Maison à l'Envers", opened February 2023) and House Down Under in Australia.

The core product is the Upside Down House itself — a 15-20 minute self-guided experience built around uniquely themed inverted rooms, with capacity of up to 20 visitors per house (10 per floor). Each location is restyled with locally relevant themes and refreshed seasonally for Christmas, Halloween, and other events to drive repeat visits. A complementary product, the Spinning House, launched at Metrocentre in 2024 as a rotating-room extension of the format. There is no proprietary software platform; the company relies on FareHarbor for online booking and payment processing.

The business operates a direct-to-consumer GTM centred on ticketed admissions (standard tickets £5-£8.45, premium/fast-track tickets up to £14.95), with supplementary revenue from gift cards, private hire (birthday parties, corporate events, weddings), location shoots and filming (Channel 5, ITV, BBC, Samsung), advertising partnerships (IKEA interior furnishing with QR-linked retail), and international licensing royalties. Customer segments include families with children, domestic and international tourists, social-media content creators, schools and educational groups, and corporate/event clients. Distribution leverages partnerships with high-footfall venues (Westfield, Liverpool ONE, Metrocentre), tourism boards, and hotel and attractions partners (Brighton i360, Hilton, Dorsett).

Name

Upside Down House

Legal name

Upside Down House UK Ltd

Website

https://upsidedownhouse.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Upside Down House UK Ltd operates a chain of immersive, gravity-defying photo-experience attractions across 10+ UK locations and internationally through licensing. The company serves families, tourists, and content creators with ticketed inverted-room experiences, private hire, and brand activation partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Grays

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Ticket Sales: Primary revenue stream from admission tickets to physical attraction locations. Tickets are sold online via FareHarbor booking platform and at on-site ticket offices. Prices vary by location (Brighton from £7.45, Blackpool from £8.45, Bristol from £6.45, Liverpool from £6.95, Milton Keynes standard £5). Premium tickets with priority entry available at select locations (e.g., Brighton Premium Ticket £14.95).
2. Private Hire and Location Shoot: Revenue from exclusive private hire of houses for birthday parties, corporate events, weddings, and photoshoots/filming. The company has hosted productions for Channel 5, ITV, BBC, Samsung, and others. Filming and advertising opportunities are offered across all locations.
3. Gift Cards and Vouchers: Sale of gift certificates and vouchers for future visits, offering flexible gifting options for customers.
4. Advertising and Sponsorship: Advertising space sold across all locations, including portrait placements with QR codes, product launches, and branded installations. Furniture brand IKEA has partnered for integrated advertising with QR codes linking to purchase options.
5. Licensing and Franchise: International licensing of the Upside Down House concept to partners, including delivery of houses to Futuroscope France and House Down Under Australia. Partnership model for UK expansion through Gulliver's Theme Park Resorts.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

Upside Down House operates a chain of physical immersive photo-experience attractions where rooms are built inverted so visitors can walk on ceilings and pose on walls. Each location features 8–13 uniquely themed, locally-inspired colorful rooms, sold primarily via timed entry tickets priced between £5 and £14.95 per person, with complementary offerings including a Spinning House concept, gift cards, private hire for events and filming, and international licensing of the concept.

Product overview

Upside Down House operates a chain of immersive photo-experience attractions across the UK and internationally. The core product is the Upside Down House — gravity-defying spaces where visitors walk on ceilings and pose on inverted furniture for unique social media content. Complementary offerings include the Spinning House (disorienting spinning room experience), Gift Cards/Certificates for all locations, the Explorer Pass partnership with Brighton i360, and Private Hire/Location Shoots for commercial and personal events. School and group visits with educational activities and discounted rates are also offered. The company uses FareHarbor for booking integration and operates locations in Brighton, Blackpool, Bristol, Cardiff, Liverpool, Metrocentre, Westfield London, plus partnership locations and international sites in France and Australia.

Differentiator

Problem solved

Functional benefit

Brands

• Upside Down House Brighton: Regional attraction location in Brighton
• Upside Down House Blackpool
• Upside Down House Bristol
• Upside Down House Cardiff
• Upside Down House Liverpool
• Upside Down House Metrocentre
• Upside Down House Westfield London
• Spinning House

Products and services

• Upside Down House Attraction Visits Immersive timed-entry photo-experience attraction where visitors walk on ceilings and pose on walls in gravity-defying, inverted themed rooms. Open to families, tourists and content creators at 8–13 themed rooms per location.
• Spinning House Attraction Spin-off attraction concept featuring rotating rooms that disorient visitors and create unique disorienting photo opportunities. Launched at Metrocentre.
• Upside Down House Gift Cards Pre-paid digital gift cards and certificates sold per UK location (Brighton, Blackpool, Bristol, Cardiff, Liverpool, Metrocentre, Westfield London), redeemable at ticket offices for attraction entry.
• Private Hire and Location Shoots Exclusive private hire of individual Upside Down House locations for birthday parties, corporate events, weddings, photoshoots, music videos, brand activations and film/TV productions. The inverted set removes the need for CGI flipping in post-production.
• Schools & Groups Educational Visits

Quantifiable outcome

• 15-20 minute average visit duration
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

19 partnerships are on record, tiered major, minor and core.

• FuturoscopemajorStrategic or Co-development PartnerUpside Down House UK delivered the first Upside Down House in France at the Futuroscope theme park in Chasseneuil-du-Poitou. Known as 'La Maison à l'Envers', the attraction opened February 2023 and features British-style interior design with an open plan layout. Futuroscope receives over 2 million visitors annually.
• House Down UnderminorStrategic or Co-development PartnerInternational licensing partnership delivering an Upside Down House to Australia. Mentioned alongside Futuroscope as one of the houses delivered by Upside Down House UK internationally.
• Gulliver's Theme Park ResortsmajorStrategic or Co-development PartnerPartnership to bring Upside Down House to Gulliver's Kingdom in Matlock Bath - the first UK theme park to host the attraction. The Matlock Bath location marked the 10th Upside Down House in the UK. Partnership enables expansion into theme park market.
• IKEA (Lakeside, Milton Keynes, Others)majorStrategic or Co-development PartnerIKEA has partnered with multiple Upside Down House locations for interior design and furniture. Houses are furnished entirely with IKEA products, each piece installed with QR codes enabling visitors to purchase items directly. Restaurant co-marketing includes special offers (e.g., buy one get one half price at IKEA Lakeside Restaurant).
• Brighton i360coreGTM or Marketing PartnerJoint Explorer Pass offering 20% savings on combined tickets to Upside Down House Brighton and Brighton i360 pod attraction. Priority entry to Upside Down House included plus exclusive Upside Down House souvenir. Located adjacent on Brighton seafront.
• Great Ormond Street Hospital CharitycoreGTM or Marketing PartnerNationwide partnership with Great Ormond Street Hospital Charity. A percentage of Christmas ticket sales at Upside Down House Westfield donated directly to GOSH. Company officials visited the hospital for a tour and partnership development meetings.
• Starr TrustminorGTM or Marketing PartnerBrighton-based charity partnership started in 2019. Upside Down House hosts mutual events and a portion of December entry fees donated. Partnership includes co-hosting Christmas events at Brighton i360. Starr Trust ambassador Jason Burrill featured at events.
• Hope for FoodminorGTM or Marketing PartnerBournemouth-based charity partnership. A portion of December entry fees donated to Hope for Food, which supports those less fortunate with food and resources.
• Wildlife TrustsminorGTM or Marketing PartnerPartnership with Wildlife Trusts at Upside Down House Milton Keynes. Trust representatives present at Oak Court of Midsummer Place to discuss wildlife gardening, volunteering, and memberships. Children's activities offered during engagement periods.
• Liverpool ONEcoreGTM or Marketing PartnerUpside Down House Liverpool located at Liverpool ONE retail and entertainment destination, near the Liverpool Sign and opposite Hilton Hotel. Premier retail and entertainment location in Liverpool city centre.
• Westfield LondoncoreGTM or Marketing PartnerUpside Down House Westfield London located at Westfield White City shopping centre. Premium retail destination providing high foot traffic. Featured in Westfield's retailer listings.
• Metrocentre (The Metrocentre)coreGTM or Marketing PartnerPartnership at Metrocentre with new Upside Down House and region's first-ever Spinning House attraction. One of the UK's leading retail and entertainment destinations in the North East.
• Brighton & Hove City CouncilminorGTM or Marketing PartnerLocal government tourism partnership. Logo featured in partner gallery. Cross-promotion of Brighton location.
• Visit BrightonminorGTM or Marketing PartnerOfficial Brighton tourism board partnership for cross-promotion.
• Visit LiverpoolminorGTM or Marketing PartnerOfficial Liverpool tourism board partnership for cross-promotion.
• Visit CardiffminorGTM or Marketing PartnerOfficial Cardiff tourism board partnership for cross-promotion. Featured on Visit Cardiff website.
• Visit WestminorGTM or Marketing PartnerRegional tourism board covering Bristol and surrounding areas. Partnership for cross-promotion.
• Visit LondonminorGTM or Marketing PartnerOfficial London tourism board. Upside Down House featured as official attraction listing.
• Paradox Place BrightonminorGTM or Marketing PartnerPartnership with Brighton's House of Illusions and Wonders. Combined attraction tickets available with 20% savings for visiting both upside-down and illusion experiences.

Scale indicators3 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Museum of Illusions: Global chain of illusion museums with locations across Europe, North America, and Asia offering interactive, Instagram-friendly exhibits. Most direct conceptual peer to Upside Down House, competing for the same novelty-driven visitor segment and tourist footfall.
• Paradox Place Brighton: Brighton-based "House of Illusions and Wonders" offering immersive optical illusion experiences. Already a partnership co-marketing partner with Upside Down House Brighton; directly comparable concept and local market overlap.
• Trick Eye Museum: Korean-origin 3D/illusion art museum chain with international locations featuring interactive photo zones. Directly comparable concept (interactive themed rooms for photo content) and global multi-site operating model.
• House of Illusions: Multi-location illusion experience operator offering immersive themed rooms and optical illusions. Closely aligned product offering (themed immersive photo experiences) targeting the same tourist and content-creator segments.

Broad incumbents

• WonderWorks: US-based upside-down amusement park chain with inverted-building exterior and indoor interactive exhibits. Comparable "world turned upside down" concept and family entertainment positioning, though larger scale and broader experience mix.
• Madame Tussauds: Iconic global wax museum chain owned by Merlin Entertainments, offering immersive celebrity photo experiences across major cities. Established incumbent in the same "themed photo destination" category with broader portfolio and stronger brand recognition.

Emerging players

• Color Factory: Immersive, Instagram-first experiential art installations in NYC and other cities. Same target customer (content creators, social media users) and ticketed immersive experience model, but art-focused rather than illusion-focused.
• Arte Museum: Korean-origin immersive themed experience operator with international expansion, featuring multi-sensory themed rooms. Comparable ticketed immersive attraction format and international licensing-led expansion model.
• Selfie WRLD: US-based chain of selfie museums with themed interactive rooms designed for social media content. Directly comparable immersive, content-creator-driven ticketed experience model with similar visitor economics.
• teamLab Planets / teamLab Borderless: Japanese-origin immersive digital art attractions with strong social media appeal. Overlaps with Upside Down House on the experiential/photogenic attraction category and tourist footfall, with a more digital art execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UDHouseUK
• YouTubeyoutube.com/@upsidedownhouseuk8066
• Facebookfacebook.com/udhouseukmanchester
• Instagraminstagram.com/upsidedownhouseuk
• TikToktiktok.com/@upsidedownhouseuk
• LinkedInlinkedin.com/company/upside-down-house-uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Upside Down House