Science centres disseminate science culture by using a senses-on approach, encouraging our audience to look, touch, smell and hear through our exhibits. But is this enough? Is it just the science content and interactive technology of the exhibits that makes a science centre attractive and engaging? Is it enough to devote resources to designing the function of our exhibits? Have we neglected the value of what beautiful form could bring to our exhibits? With people becoming more familiar with technological progress and its incorporation into everyday use, science centres face the challenge of being educational and informative while also becoming aesthetically exciting. In order to build out niche and individuality, we need to produce exciting, memorable and, above all, educational exhibitions. This session discusses the value of architecture, design and aesthetics underlying visitor experience and how these contribute to our original purpose of disseminating science culture.