The Puzzling World of Professor Kettlestring in York secures NPIF II funding to launch unique tourist attraction
York-based attractions business The Puzzling World of Professor Kettlestring has secured five-figure funding, invested by NPIF II – BEF Smaller Loans which is managed by Business Enterprise Fund as part of the Northern Powerhouse Investment Fund II (NPIF II).
The funding has helped transform a bold concept on paper into one of the city’s most imaginative new visitor experiences. It enabled the team to turn a detailed business plan into a fully realised, multi-room optical illusion attraction.
When Matthew Tritton-Hughes first approached BEF, The Puzzling World of Professor Kettlestring didn’t yet exist as a trading business. The investment allowed Matthew to move from idea to implementation - supporting everything from securing a premises to building custom-designed illusion rooms and shaping attraction into one of York’s newest standout visitor destinations.
Turning the idea into reality took around 18 months, involving extensive planning, multiple property searches and ultimately securing the right location in York. Shortly after receiving the keys in October 2024, BEF provided the funding Matthew needed to begin the fit-out.
The investment proved critical in bringing the attraction’s signature experience to life, enabling the construction of multi-sensory illusion rooms, the creation of sideways and distorted spaces, and the development of bespoke sets.
Matthew praised the ongoing relationship with both BEF and Investment Manager Mark Iley: “Very supportive. Streamlined. Easy. We originally asked for a smaller amount, but Mark showed us that we were eligible for more. We could never have gone to a normal high-street bank - no trading history, just an idea. BEF made it possible.”
The Puzzling World of Professor Kettlestring has become known not only for its illusions, but for its commitment to community inclusion. From calm hour sessions for neurodiverse visitors to providing over £1,000 in free admissions donated to schools, charities, sports clubs, Scouts, Girl Guides, and York Pride.
The attraction’s creativity has also gained award recognition, becoming a finalist in multiple regional tourism and business awards within its first year and winning the New Tourism Business Award at the Visit York Tourism Awards 2026.
The business continues to grow, adding new rooms and enhancing existing features. It is hoping to install a new anti-gravity room as well as refining each room for improved visitor flow and experience. With these developments underway, Matthew estimates the attraction is now around 85% complete, with additional improvements planned over the next 18 months.
“We’ve learned a lot, and we’re still learning. But with BEF’s help, we’ve created something unique, and we want this year to be even better than the last.”
Lizzy Upton, Senior Investment Manager at the British Business Bank, said: "Ambitious entrepreneurs across Yorkshire are bringing forward unique visitor experiences that strengthen the region’s tourism offer and local economy. Through NPIF II, we are proud to back businesses like The Puzzling World of Professor Kettlestring, helping them move from concept to reality, create jobs and drive growth in their communities."
The £660m Northern Powerhouse Investment Fund II (NPIF II) covers the entire North of England and provides loans from £25k to £2m and equity investment up to £5m to help a range of small and medium sized businesses to start up, scale up or stay ahead.
The purpose of the Northern Powerhouse Investment Fund II is to drive sustainable economic growth by supporting innovation and creating local opportunity for new and growing businesses across the North of England. The Northern Powerhouse Investment Fund II will increase the supply and diversity of early-stage finance for the North’s smaller businesses, providing funds to firms that might otherwise not receive investment and help to break down barriers in access to finance.