The wraps were today taken off a fascinating interactive science centre which will be one of the main planks of Northern Ireland's Odyssey millennium project.
Known as W5 - whowhatwherewhenwhy - it takes its place alongside the 10,000 seat indoor arena which is home to the successful Belfast Giants ice hockey team and several other attractions on the bank of the River Lagan in the heart of Belfast.
Launching the six-storey centre, chairman of W5 Tom Nolan said it was "unique both in terms of design and creativity".
Speaking at a news conference ahead of the March official opening, Mr Nolan said: "We aimed to create a `wow' factor and we believe we have exceeded our expectations.
"At W5 we hope to release the spirit of discovery, curiosity, fun and knowledge in everyone. Our desire is for W5 to be known not so much as a place but as an experience".
Among the many attractions, visitors will be able play music on a laser harp, build their own model racing car and race it on a track, make their own animated cartoon or construct bridges or their own robot.
Hanif Lalani, chief executive of BT Northern Ireland - main sponsors of W5 - said at its heart was "a wonder of discovery, innovation and creative thought, encouraging us to marvel at the world around us and make sense of so much in life that we take for ranted".
He said BT was proud to be in partnership on a project that would "bring out the child in all of us".
The 600,000 sq ft Odyssey complex is one of the largest entertainment and leisure construction projects ever undertaken in Ireland - north or south - and has inevitably drawn the comment that it will turn into Belfast's Millennium Dome.
But bosses of the complex insist the Stg£91 million investment - Stg£45 million from the Millennium Commission - has not been made in a white elephant.
They point to the mix of leisure and entertainment on offer - from the arena which is not only home to the ice hockey team but pop concerts and many other sporting events, W5 , a 12-screen multiplex and huge IMAX 3-D cinema and pavilion to be packed with restaurants, bars and shops, as somewhere people can visit time and time again.
Attendances at the Odyssey arena have topped 100,000 after just 18 events and two months of business.
Executive Director Nicky Dunn said: "It's well in excess of our projections."
The Belfast Giants remaining home games and upcoming concerts by Westlife and Ronan Keating have also already sold out, she said.
PA