Why you should experience Novelty Automation in London, England.
Novelty Automation is a bizarre, brilliant, and slightly chaotic arcade where satire, mechanics, and dark humor come together in a space that feels unlike anything else in the city.
On Princeton Street in Holborn, just north of High Holborn and steps from the junction with Red Lion Street near Holborn Station and the edge of Bloomsbury, this small, tucked-away venue sits within a quieter Central London pocket, but inside, it's anything but calm. The atmosphere is packed, noisy, and unpredictable, machines clanking, lights flashing, and people laughing (or slightly confused) as they move from one game to the next. It doesn't feel polished or commercial. It feels intentionally rough, where the experience is built around curiosity and surprise.
What you should know about Novelty Automation.
Novelty Automation is an independent, artist-created arcade filled with handmade, mechanical games that often carry satirical or darkly comedic themes.
Unlike traditional arcades focused on high scores or digital graphics, these machines are physical, tactile, and concept-driven, many of them poking fun at politics, society, or everyday life. What defines the space is its originality, every game feels like a one-off creation. There's no attempt to standardize the experience, and that unpredictability becomes the main draw. In a city filled with curated attractions and polished entertainment, this kind of raw, artist-led environment stands out as something genuinely different.
How to fold Novelty Automation into your trip.
Novelty Automation works as a spontaneous, offbeat stop, ideal for breaking up a more traditional Central London itinerary.
Visit while moving between Holborn, Bloomsbury, or Covent Garden, when you want something unexpected and interactive. This is not a long, structured visit, but it rewards curiosity, step inside, try a few machines, and let the experience unfold. It pairs well with nearby museums or cafés, adding a more playful, unconventional layer to your day. When you leave, the city returns to normal quickly, but with a slightly warped, more humorous view carried forward from a place that doesn't take anything too seriously.
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