Learning in a science centre – informal learning –happens differently than school-based learning. We design our exhibitions and educational programmes to hook our visitors and propel them to explore with all their senses. We want to awaken their curiosity and spark their interest. Often, exhibition designs and educational programmes come about based on previous experience and intuition. In this session we explore the process of creating a theoretical framework for learning in informal contexts. How can we use elements of learning theories to enhance our visitors’ learning experience?