London's first permanent digital immersive arts experience, Frameless, will open this autumn in the heart of London’s West End cultural district, bringing art to life like never before. As the biggest digital immersive arts experience of its kind in the UK, Frameless is set to become a new landmark destination amongst the already world class attractions available to London and West End visitors. Tickets for Frameless go on sale this summer - for more information, sign up to receive further updates at Frameless.com.
Frameless will offer visitors a culturally rich, immersive, multi-dimensional, entertainment experience within its London venue, which covers 30,000 square feet. The new attraction will be a multi-genre and multi-artist experience, featuring iconic masterpieces from the likes of Cezanne, Kandinsky, Monet, Canaletto, Rembrandt and Klimt to name just a few - making it a must-see attraction for visitors of all ages. Laid out across four differently themed galleries within the experience, content will be multi-sensory and highly Instagram-able and presented using 4K projection technology that will deliver spectacular high-definition images to excite and inspire visitors.
Situated in the heart of London’s West End cultural district, Frameless will be housed within the newly developed Marble Arch Place, which is located at the meeting point of Oxford Street, Mayfair and Hyde Park, and will lead the ongoing regeneration of the area. Marble Arch Place is an impressive mixed-use development, which has transformed the redundant tower, cinema and offices to establish a landmark site the area deserves. With 45,000 people using Marble Arch tube station every day and 200,000,000 people visiting Oxford Street each year, Frameless is positioned in a prime location for footfall, with a 15-year lease secured in this new and exciting development.
Significant investment is being made to support the recovery of the West End area, with £8.6 billion expected to be pumped into the district this year alone, and recent reports expecting the area to have fully recovered within two years. The opening of Frameless is a massive vote of confidence for London, as tourism and footfall return to near pre-pandemic levels.
With the immersive entertainment industry valued at more than £45.7 billion in 2020 and growing rapidly as we emerge from the pandemic, Frameless is leading the charge in this booming sector within the UK and aiming to emulate the success of L'Atelier des Lumières in Paris and Borderless in Tokyo, which draw millions of visitors to their respective venues each year. Additionally, the attraction is proud to have partnered with industry leading projection technology provider, Panasonic, who will use the London venue as their global flagship showcase in a bold show of confidence for the experience.
Frameless has been brought to life by a collaboration of leaders in the technology, arts, architecture and experiential events sectors, including the award-winning creative team from FiveCurrents. FiveCurrents are the Emmy award-winning production team who hold 15 Olympic credits to their name, including the London 2012 ceremonies. Together they have curated and led an ensemble of renowned UK digital content talents, technical experts and storytellers, to fashion the Frameless experience from start to finish.
Sadiq Khan, the Mayor of London, said: “It’s fantastic that London has been chosen as the first destination for Frameless. As we welcome back international tourists to the city this year, Frameless will be a groundbreaking and hugely popular new attraction in the West End, demonstrating the constant innovation and creative energy of London.”
Richard Relton, Chief Executive at Frameless, said: “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. Frameless 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. We look forward to welcoming audiences across a wide range of age and interest groups, thereby putting Frameless on the map as a top ten paid for London attraction.”
Scott Givens, Chief Creative Officer of FiveCurrents and Frameless, said: “Frameless is the next generation of digital art experience and I can’t wait to bring it to life in the West End. 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. We’ve developed a unique vision for Frameless that is unlike any entertainment experience.”
Kay Buxton, Chief Executive at Marble Arch London BID, said: “We are delighted to welcome London's first permanent immersive art gallery to Marble Arch. Steeped in history, this location offers a fantastic setting for a brand-new cultural offer and Frameless will supercharge the area’s reputation as a destination for tourism, hospitality and leisure. We look forward to working with the Frameless team and seeing their ambitious plans realised in London’s newest, spectacular arts venue.”
London will be the first Frameless site, with plans to roll out multiple Frameless attractions in major cities around the world over the next five years.
