Building an Attraction dedicated to Beatrix Potter
The Attraction building was originally an old Edwardian laundry, where the hoteliers of Bowness once sent their sheets for washing. Later it became a boat storage place for the wooden vessels used on Windermere. When Directors Roger Glossop and Charlotte Scott bought the building in 1990, it took many months of renovation from old boat store to a building fit for a world-class exhibition with café and gift shop.
The Artistry Behind the Exhibition
Roger co-designed the exhibition with Elaine Garrard, and a highly experienced creative team (scenic sculptors, joiners and artists) lovingly created the models and scenes. Elaine’s artistic flair brought a meticulous authenticity to her work creating the animals from the illustrations in Beatrix Potter’s little books. Elaine’s search for authenticity included being truthful to the artist, and because Beatrix Potter painted in watercolour on white paper, she made the models white and then layered the paint and “furred them up”, using a similar approach. The end result is a remarkable testament to the talent of Elaine and her team. The detail is exquisite.
The Attraction is now cared for by talented Artist, Model and Prop Maker Caroline Dalton who manages its upkeep and creates, designs and introduces new elements - all dedicated to the work of Beatrix Potter.
Becoming one of the Lake District's favourite Attractions.
The Attraction was officially opened on 28 July 1991 by the late Victoria Wood on the 125th anniversary of Beatrix Potter's birthday. It has been welcoming visitors from all over the world ever since. It is much loved by all who visit and is acknowledged as one of the Lake District's unmissable attractions and a long-standing national treasure, bringing to life Beatrix Potter's enchanting stories in a vibrant and magical recreation of the beautiful Lakeland countryside.
Like stepping back in time into the pages of the little books.
When visitors first step through the Attraction doors into the exhibition they are instantly immersed in another world, taken back in time to experience walking in Beatrix Potter's shoes, meeting their favourite characters as they go. The enchanting experience is completely unique - the only one of its kind in the world where you feel as if you are meandering through the pages of Beatrix Potter's stories and stepping straight into her beautiful illustrations.
“I thought we would close after the first day. It’s all been a big surprise, a wonderful surprise. You build something never expecting that it will still be going over 30 years later. It’s just brilliant.” Roger Glossop, Director
The exhibition is a popular tourist destination. Every year thousands of people from all over the world visit this much-loved Attraction in the English Lake District.
Our Timeline
Follow the journey of the Attraction over the last three decades.
-
28th July 1991
The world's first official World of Beatrix Potter Attraction was opened by actor & comedian Victoria Wood in the Lake District on 28 July 1991 - the 125th anniversary of Beatrix Potter's birth.
The lovingly created exhibition was designed as a fun, family experience bringing Beatrix Potter's favourite characters to life in an enchanting 3D recreation of the much loved stories with sights, sounds and smells of the magical world Beatrix Potter created in her books.
Opened by Victoria Wood -
September 1993
The Attraction celebrated 100 years since Peter Rabbit was first imagined by Beatrix Potter in a picture letter she sent to her former governess' son.
The Tale of Peter Rabbit, which tells the story of a mischievous rabbit, was based on this story-letter sent to five-year-old Noel Moore, a delicate child who was often ill. Noel was the son of her friend and former governess Annie Moore.
She wrote the letter while on holiday in Scotland and, in 1900, asked Noel if she could borrow it back as she had an idea the story might make a book.
Beatrix's Potter letter to Noel -
February 2001
In 2001 a stunning collection of costumes from the ballet, The Tales of Beatrix Potter went on display at the Attraction. The costume exhibition - which marked the tenth anniversary of the Attraction - gave a fascinating insight into the making of the 1971 film of the ballet, The Tales of Beatrix Potter, choreographed by Sir Frederick Ashton.
The ballet was later performed on stage at the Royal Opera House, Covent Garden, but this was the first time that the 36 costumes and models have been seen altogether outside London. The exhibition included a continuous film of the ballet with monitors focusing on details, as well as a fascinating demonstration of how the model heads were made - ensuring that the dancers had enough vision to see where they were going and enough air to keep on breathing inside their 'heads'! But for sheer, stunning visual effect, the undoubted stars of the exhibition were Beatrix Potter's characters.
The Tales of Beatrix Potter Ballet -
March 2002
In 2002 The Centenary Clock was installed to mark the 100th anniversary of Peter Rabbit. The timepiece was unveiled on 9 March 2002 and features more than 30 characters from Beatrix Potter's renowned tales and takes pride of place at the Bowness attraction.
Standing 10ft tall, the special clock was designed by Roger Glossop, and local artist and craftsman Phillip Swift of Windermere. The colourful timepiece was designed to be in keeping with Beatrix Potter's style of illustration with a lighting sequence and music specially composed to accompany the characters, which revolve and spin inside the clock, including Mr McGregor who can be seen chasing Peter Rabbit around the garden.
The clock chimes every 30 minutes - look out for it when you visit!
Peter Rabbit's Centenary Clock 1902 - 2002 -
April 2006
On 23th April 2006 US actress Renee Zellweger and the cast of the film ‘Miss Potter’ attended the unveiling of a statue honouring the children’s author Beatrix Potter at the Attraction. The Oscar-winning star said she hoped the 15ft (4.5m) bronze statue titled 'The Enchanting World of Beatrix Potter' would become “a distinctive local landmark”. The statue was designed by Sheffield sculptor Anthony Bennett and depicts three children releasing Potter’s character Jemima Puddle-Duck. Carefully crafted are characters from all of her 23 tales and a carving of one of her Lakeland homes, as well as the mysterious code she used in her personal diary. It also includes a Herdwick sheep, an animal that became very important to Beatrix Potter in later life but did not appear in any of her books.
Zellweger said: "Arriving in the Lake District is like the culmination of the journey we've been on these past few weeks. It brings the whole Miss Potter story to life, to be in the places where Beatrix lived. I have been completely stunned by the beauty of the landscape and the tranquillity of the scene. I hope that the sculpture will become a distinctive local landmark and give enjoyment to visitors to the Lake District."Find the Sculpture in the Peter Rabbit™ Garden when you visit.
Renee Zellweger visits the Attraction -
March 2008
Hundreds of people across South Lakeland competed in the North of England’s biggest Easter Egg hunt devised by the Attraction to celebrate Jemima Puddle-duck's centenary year.
The hunt covered an area of 2,600 square miles and stretched from Hadrian's Wall in the north to Morecambe Bay in the South, and from Alston in the East to Cumbria's west coast. The hunt took place on Wednesday 19 March and featured brightly coloured Easter eggs placed in prominent positions. Each egg came with a prize, including a weekend break in the lakes, and special Beatrix Potter collectibles.
An Easter egg hunt was the ideal way to celebrate Jemima Puddle-duck's centenary year. She is by far the most popular character at the attraction, after Peter the Rabbit. The Egg Hunt continued to run for another 10 years, gaining in popularity and becoming a firm favourite in people’s family event calendar.
Beautiful ceramic egg by Sue Dunne -
April 2009
The Peter Rabbit™ Garden opened in Spring 2009 much to the delight of visitors. The garden recreated famous scenes from Beatrix Potter’s little books complete with gooseberry bushes, fruit trees and rows of radishes, lettuces and carrots. Originally known as ‘The Peter Rabbit Naturally Better Garden’, visitors enter the garden through a potting shed and see the same plant varieties that Beatrix Potter would have known when she wrote the last of the Peter Rabbit stories, The Tale of the Flopsy Bunnies, written a century ago in 1909.
At the centre of the garden is be the World of Beatrix Potter sculpture, unveiled by Renee Zellweger during the filming in 2007 of the movie, Miss Potter. A time capsule was also buried in the garden.
Beatrix Potter was one of the very first conservationists and it is thanks to her activities that so much of the Lake District is held in trust for the nation. It was the sale of her books that gave Beatrix Potter the resources to purchase farms and land for the National Trust. So many of her best loved tales are set in gardens and the Peter Rabbit™ Garden was a wonderful new addition to the Attraction, inspiring adults and children alike to think about where their food comes from and perhaps start growing fruit and vegetables for themselves.
Openeing day in the garden -
April 2010
The Kitchen Garden was established in 2010 and is situated near the end of Wainwright’s Coast to Coast walk in Bowness . Created using organic growing principles, following the guidelines provided by Garden Organic, the Kitchen Garden boasts a polytunnel, and some sturdy rabbit-proof fencing which ws erected to protect baby leaves of spinach, sorrel and winter lettuce.
Our gardening team work hard to maintain our Gardens in top condition but they must be vigilant! – as Mr. McGregor himself might say…“Don’t forget those blooming rabbits – they’ll eat your lovely veg in a moment if you let them!”
Fresh deliveries of vegetables, fruit and herbs are made on a regular basis from the Kitchen Garden to our Peter Rabbit Café in our electric van.
The Kitchen Garden -
February 2013
Following 5 weeks of intensive refurbishment and significant investment, the Attraction opened with a stunning new digital exhibition, 'The Virtual World of Beatrix Potter' where children and grownups can absorb themselves in Miss Potter’s fascinating history in a stunning and memorable display using cutting-edge digital technology. The new technology allowed visitors to experience the wow factor in the impressive new HD interactive suite, providing a highly engaging and sociable way of exploring Beatrix Potter’s world. Other updates for the season include a new and improved foyer and gift shop, plus touch-screen information points through the exhibition to ensure an enhanced visitor experience.
The star attraction of the new Virtual World exhibit was the 55” High Definition MultiTouch table where visitors can explore in depth the set of beautiful Lake District 360 degree panoramas and their relationship to Beatrix Potter’s books, illustrations and life, either on their own or sharing with others. For even more fun, children can get creative playing MultiTouch puzzles and painting games on the table
Added to the hugely popular Virtual Walks exhibit are a collection of fantastic new Lake District images associated with Beatrix Potter on three large interactive screens. Each visitor take their own ‘walk’ in the Lake District visiting Sawrey, Ennerdale and Keswick, all from the comfort and warmth of the Attraction building! Running alongside this interactive exhibit, a short film ‘The Tale of Mrs Heelis’ gives an overview of Beatrix Potter’s life-story alongside an on-screen introduction into the Peter Rabbit animations as seen on BBC.
Together with the Virtual Walks, Multi Touch table and games, a vast and amazingly detailed archive is there to discover in the newly presented Time Line on six HD screens which display a rolling timeline of Beatrix Potter’s life and works. For the first time in the Attraction’s 21 year history, a huge wealth of archive and historical material is available to visitors adding a new dimension to the already popular exhibit.
The Virtual World of Beatrix Potter -
May 2014
The Attraction’s Peter Rabbit™ Herb Garden won a Gold medal at the RHS Chelsea Flower Show 2014. The Attraction joined forces with top garden designer, Richard Lucas and plant nursery Hooksgreen Herbs to create a show-stopping Peter Rabbit™ Herb Garden for the RHS Chelsea Flower Show The garden brought to life the drawings and illustrations from Beatrix Potter’s famous little books and highlighted key iconic images from the Tale of Peter Rabbit.
The garden featured culinary and medicinal herbs, vegetables, wildflowers and some cottage garden favourites too, along with Mr McGregor’s greenhouse and theatrical walls that replicate the Lake District slate and brick walls from the original illustrations.
The garden has three distinct areas;
The Natural garden, with a “Long Scarlet” radish patch, long grass and some wild flowers. Slate is the backdrop to this part of the garden, with a slate flagstone pathway leading through to the next area.
The Greenhouse garden, featuring an old greenhouse, full of plants, pots and tools, with Peter Rabbit hiding in a watering can. An area of herbs will be planted in a herbaceous border in a cottage garden style. Red brick is used in this area of garden.
Mr. McGregor’s vegetable plot is surrounded by a clipped box hedge and has an abundance of vegetables and herbs. Just like in the classic books, Peter Rabbit’s blue jacket creates a scarecrow, whilst the gooseberry bushes that he got caught up in are not far away.
The Peter Rabbit™ Herb Garden -
June 2016
The Smash Hit Summer Show Where is Peter Rabbit? opened on Monday 27 June to high acclaim and returned in the summer of 2017, 2018 & 2019.
The cast performed with some of Beatrix Potter‘s best loved animal characters: Peter Rabbit, Jeremy Fisher, Mrs. Tiggy-Winkle, Jemima Puddle-Duck and all their hedgerow and farmyard animal friends. The musical developed faithfully from the little books was composed by Steve Edis (The Silver Sword, The Invisible Man, RNT, RSC), with a classical set design by Roger Glossop including stunning projections.
The ten-week run of Where is Peter Rabbit? played three shows a day throughout the summer and the theatrical experience didn’t stop there, as the Attraction launched Character breakfast, lunch and tea parties, to be enjoyed before or after the live family show.
The Where is Peter Rabbit? musical adventure captured Potter‘s poetry, freshness and humour, whilst staying true to her unforgettable illustrations.
Where is Peter Rabbit cast -
July 2017
On 5 July, the Attraction celebrated 70 years of the NHS by offering free entry for all and gifting the admission fee that each visitor would have paid directly to the Children’s Hospice, Derian House who provide palliative care for youngsters in South Lakes & Lancashire.
With the help of visitors, over £9,000 was gifted. The day was all about celebrating the achievements of the NHS, one of the nation’s most loved institutions and to appreciate the role it plays in our lives. The 30-strong team of staff at the Attraction worked exceptionally hard all day, not only guiding 1300+ visitors through the exhibition but also serving free drinks & biscuits with a smile, in recognition of the extraordinary NHS staff – the everyday heroes who are there to guide, support and care for us day in, day out.
Bunny goings on at Lancaster Children's ward -
April 2019
The highly acclaimed Beatrix Potter Musical Adventure Where is Peter Rabbit? hopped straight to London’s West End in Easter 2019. The show was the creation of Old Laundry Theatre Director Roger Glossop, adapted and devised from the original tales of Beatrix Potter. The production was first premiered in 2016 at the Old Laundry Theatre in Bowness-on-Windermere and has enthralled audiences ever since with sell out shows and rave reviews. Following three hugely successful runs at the Old Laundry Theatre, the show will open on 5 April at the Theatre Royal Haymarket promising to delight London audiences as it has audiences in the Lake District.
Where is Peter Rabbit? is one of the Old Laundry’s most successful shows and in this exciting move, the beautifully hand created puppets and props will move to London for the run before returning to the Lakes for the summer. Peter Rabbit fans in the heart of London can share in a small piece of the Lake District as Beatrix Potter’s enchanting stories and most beloved characters are brought to life in this theatrical spectacular.
Handed down from generation to generation, the classic stories in the show hold a special place in everyone’s heart, so whether it’s a warm hug of nostalgia, or the perfect introduction to Beatrix Potter’s Tales, this is a truly charming production for the whole family to cherish and enjoy together. Directed and choreographed by Sheila Carter with original songs from composer Steven Edis and lyrics by world renowned playwright Alan Ayckbourn the innovative show combines live performance, puppetry, projection and original soundtrack in a musical adventure with a sprinkle of magic. A cast of six actors are accompanied by the delectable voices of Olivier Award-winning actor and comedian Griff Rhys Jones and BAFTA Award-winning actor and national treasure Miriam Margoyles. Look out for the ferocious Mr. McGregor, reach heady heights with Jemima Puddle-Duck, do the laundry with Mrs. Tiggy-Winkle and of course, fall in love with the mischievous Peter Rabbit!
Where is Peter Rabbit? at the Theatre Royal Haymarket -
June 2022
A new Peter Rabbit™ Musical Adventure ‘Happy Birthday Peter Rabbit™ opened in the summer of 2022 offering theatrical magic for children all summer. Following its world premiere at the Old Laundry Theatre in Bowness-on-Windermere on 18 June, the much anticipated family musical adventure Happy Birthday Peter Rabbit written by ROGER GLOSSOP with lyrics by ALAN AYCKBOURN and music by RICHARD REEDAY, played in the theatre up to three shows a day until 4 September.This innovative show is a visual spectacular for the family which features unforgettable songs including an anthem for Peter Rabbit himself. The production is a combination of live performance, uplifting songs, inventive staging, and beautifully created puppets; all designed with exquisite attention to detail, staying faithful to Beatrix Potter’s original illustrations.
The cast of six bring to life the much-loved characters from Beatrix Potter’s little books including the ferocious Mr McGregor, the scheming Mr. Tod, the disagreeable Tommy Brock, the headstrong and foolish Jemima and of course the mischievous Peter Rabbit. For those who enjoyed the Theatre’s previous show ‘Where is Peter Rabbit?’ which ran for 4 years at the Old Laundry before a spell in the West End, Singapore and Taiwan, there is a surprise appearance from new characters – the rabbit pie making Mrs McGregor, Peter’s mother Mrs Rabbit and Lucie. Other star characters include the adorable Benjamin Bunny and the gentlemanly Mr Jeremy Fisher. The captivating puppets are all beautifully hand crafted and operated by a shadow cast.
The fun and uplifting music by Richard Reeday, and witty lyrics by Alan Ayckbourn form a winning combination in the story which celebrates Peter Rabbit’s 120th birthday. The set, created by Theatre Designer and Director of the World of Beatrix Potter Attraction Roger Glossop, breathes life in to the magical new production.
2022 marks the 120th birthday of the world’s most iconic mischief-maker Peter Rabbit. The Tale of Peter Rabbit by Beatrix Potter was first published in 1902 and since then the iconic rabbit in a blue jacket has gone on to win the hearts of millions of families around the world. The original tale has sold over 46 million copies globally and has been published in 48 languages including Braille and Hieroglyphics. The mischievous Peter Rabbit has captivated generations of children with his antics in Mr McGregor’s garden and his birthday is being celebrated throughout the year with events worldwide. The World of Beatrix Potter Attraction’s suitably adventurous new stage show has a sprinkling of well-intended mischief to connect with children and families in a fun and playful way.
Show cast in 2022 -
January 2023
Paying a visit to The World of Beatrix Potter Attraction is not only a fun experience - it helps wildlife too. Since 2022, donations from ticket sales at the attraction raised over £12,500 for Cumbria Wildlife Trust, and the Attraction has now installed a Tap to Donate machine in the foyer, where visitors can donate £1 to help conservation work. All funds raised by The World of Beatrix Potter Attraction assist with tree-planting at Eycott Hill a 500-acre upland nature reserve between Keswick and Penrith. Last year, staff from The World of Beatrix Potter Attraction joined a work party at Eycott Hill, along with volunteers, to plant the first of 2,500 native trees which have been bought with donations raised by their ticket sales.
Planting trees at Eycott Hill -
May 2025
The Peter Rabbit™ Café brings a sprinkle of magic to the Lake District!
New and unique - the first official Peter Rabbit™ Café in Europe by the World of Beatrix Potter™ Attraction has officially opened.
Set in Bowness-on-Windermere, just opposite the famous Attraction; the Café offers customers a hopping good time in a perfectly themed, memorable, and fun dining experience dedicated to the most famous rabbit in the world. Beatrix Potter fans from across the UK and beyond are invited to share in this new magical experience.
On the menu are a treasure trove of adorable treats from Peter Rabbit and his friends. Favourite choices include Tom Kitten’s Hot Dog, Mr McGregor’s finest bacon & egg sandwich, a Peter Rabbit™ pizza or Pigling Bland pancake stack! Other popular picks are Mrs Tiggy-winkle’s Afternoon Tea or Beatrix Potter’s High Tea – enchanting sweet treats including Peter Rabbit™ carrot cake, Victoria sponge and the ultimate Peter Rabbit™ shortbread.
There is also a special menu picked especially for mischievous little bunnies, who whilst waiting for their food can design and colour in their own Peter Rabbit ears to take home and enjoy. Fans of Beatrix Potter will also enjoy learning some amazing facts about the Lake District’s much-loved author on their exclusive placemat.Inside the fully themed Café are twelve variations of Peter Rabbit models at 50cm high, depicting the mischievous adventures of the world’s most famous rabbit. Two beautiful chandeliers spill light into the theatrically lit room, but all eyes are drawn to the show stopping vegetable chandelier – quite possibly the most amazing ornament you have ever seen! Stained glass windows create a visually striking effect with vibrant illustrations detailing Mr McGregor’s chase through the garden after the rascally Peter Rabbit. Coming soon too are Mr McGregor’s garden watering cans, suspended over the cake counter, spilling watery light from their spouts, and a rotating stage with a beautiful watercolour Peter Rabbit scene with projections and animations to entertain diners.
The brand-new Peter Rabbit™ Café is the vision of Theatre Designer Roger Glossop with Artist in Residence Caroline Dalton creating the internal vision and lighting by Jason Taylor. In the background is specially chosen music, composed exclusively for the Attraction.
The Café is open every day from 10.30am – 4.00pm for brunch, lunch, afternoon tea and cakes, serving barista coffee (Peter Rabbit themed of course) from Cumbrian coffee roasters. There is no need to book so visitors are encouraged to hop to it and enjoy.
The Peter Rabbit™ Café
A Timeless Experience
Every year the Attraction is refreshed and in recent years it has had the largest refurbishment in its history. Firstly, all the foliage that dominates the 3D scenes was replaced, and then a newly composed soundtrack was recorded to enhance the visitor experience. Later, the Attraction saw the installation of digital projections of 3D shimmering leaf collages which appear to float up above the existing exhibits adding movement and atmosphere. Thousands of pieces of trees, bushes, leaves and branches were hand-painted and installed by expert craftsmen. A team of video and sound designers put together the stunning new digital displays which are beautiful works of art themselves as well as assisting visitors to navigate through the self-guided tour of the exhibition.
The exhibition is constantly maintained and enhanced to try and create a balance between Beatrix Potter’s classic drawings and the use of modern technology that is now expected.
Celebrating more than 30 years
The Attraction has become a key part of the Lakes tourist experience, drawing fans from across the globe – including China, Japan, the USA, and Europe. Visitors can walk through Beatrix Potter’s famous Lakeland scenery, meeting her beloved characters along the way.
Over the years, the Attraction has expanded to include the Old Laundry Theatre, two gift shops, an e-commerce unit and most recently The Peter Rabbit™ Café. The award-winning Peter Rabbit™ Garden also showcases heritage plants inspired by Potter’s illustrations.
In recent years, every summer has seen an immersive Peter Rabbit show in the theatre. Where is Peter Rabbit? show (2016 -2019) started in Bowness, but also moved to the West End, Singapore & Hong Kong in following years. Watch the trailer…
Although Covid-19 halted the 5th and final run of Where is Peter Rabbit?, puppets from the production are now on display, delighting visitors. In 2022 we created a new theatre show to celebrate 120 years of the iconic character Peter Rabbit – Happy Birthday Peter Rabbit. This show ran every year from 2022 – 2025 to rave reviews.
Beatrix Potter has dominated our lives for the last 30 or so years (in a good way!). From the day we opened the door, Beatrix Potter has taken us on an exhilarating journey – exhibition, garden, shops, theatre, ecommerce, the Peter Rabbit™ Café and more ongoing projects – we couldn’t have aligned our creative and business life with a more original, entrepreneurial and visionary woman.
Watch the trailer from our very first Peter Rabbit show - Where is Peter Rabbit? which received critical acclaim and went on to tour to the West End in London and the far East.