Frameless, London’s first permanent immersive art experience, is set to open in the West End in autumn 2022. Tickets for Frameless go on sale this summer.
Covering 30,000 square feet, Frameless is billed as the biggest digital art experience of its kind in the UK. Located close to Marble Arch, the new venue will include artworks by Cézanne, Kandinsky, Monet, Canaletto, Rembrandt and Klimt.
Richard Relton, chief executive at Frameless, said the attraction “truly encapsulates art being all around us and it’s very exciting to be a part of the ever-evolving, immersive entertainment market that’s growing so rapidly post-pandemic”.
Frameless will be housed within Marble Arch Place, a mixed-use development. Digital art will be spread across four themed galleries, displayed using 4K projection technology.
“It’s fantastic that London has been chosen as the first destination for Frameless,” said London mayor Sadiq Khan.
Frameless was created by leaders in the technology, arts, architecture and experiential events sectors, including live content creators FiveCurrents. After opening in London, Frameless will launch in major cities across the world over the next five years.
“A collective of incredible experts across an array of different fields have come together to create this one-of-a-kind digital immersive arts experience,” Relton said.
Digital artworks at Frameless
Frameless hopes to emulate the success of immersive art experiences such as Meow Wolf, teamLab, Atelier des Lumières and AREA15.
“We’ve developed a unique vision for Frameless that is unlike any entertainment experience,” added Scott Givens, chief creative officer at FiveCurrents and Frameless.
“The attraction is truly unique; we’ve chosen art genres, iconic masterpieces and projection techniques that work together to immerse patrons and expand the way we perceive art.”
Elsewhere, Meow Wolf is making its way to Texas, with new permanent installations due to open in a shopping mall in Grapevine and the Fifth Ward of Houston in 2023 and 2024.
Images: Frameless
