Frameless

Frameless is redefining the experiential immersive art space. Situated in Marble Arch, in London’s West End, it is the largest permanent multi-sensory experience in the UK. Frameless features four galleries and showcases some of the world’s greatest works of art presented in ways never seen before.

Petersham Group advised parent company, Immersive Arts during the successful run of their Van Gogh Alive! temporary exhibition in Hyde Park in 2021 where it attracted over 250,000 visitors in 4 months.

Based on this success, Immersive Arts has gone on to develop Frameless, which opened in October 2022 and anticipates over 750,000 victors annually.

Petersham Group advised on the potential market for the attraction, taking into account the likely recovery of tourism in London post-Pandemic, and on potential annual attendance, generation of revenue and likely operating costs. In 2022, we managed the tender for the online booking and CMS system, developed a group & trade marketing strategy, and most recently, supported an international benchmarking exercise to identify other cities suitable to host Frameless.