Frameless, London’s first permanent digital immersive arts experience, has released ‘First Look’ imagery of the attraction ahead of its opening in Marble Arch on October 7. Here, you won’t simply be looking at paintings, you’ll be inside them.
The images provide a glimpse into the four different galleries housed at Frameless. Each one with its own theme. All the artworks have been brought to life using state-of-the-art digital techniques designed to complement the specific art techniques and artworks on display.
The first image is one of the most iconic paintings of the 20th Century, Edvard Munch’s Scream. It will fully surround visitors in the Beyond Reality gallery to elevate the visual and emotional experience of the painting. The music within this gallery, where many other instantly recognisable paintings can be discovered, has also been composed specifically for Frameless to heighten its emotional impact.
The second image is The Waterlily Pond: Green Harmony, one of Monet’s most recognisable works. It’s featured in the Colour in Motion gallery which showcases Impressionism, Post-Impressionism and Pointillism. Visitors will be able to interact with both the artworks and the music, touching and feeling every brushstroke to enjoy a truly immersive experience.
The third image provides a snippet of the sweeping landscapes, seascapes, and cityscapes that visitors will be able to experience in a series of 360-degree, immersive 6-sided projections in The World Around Us.
The fourth image is by Kandinsky, arguably the most famous artist of the abstract genre. It features in The Art of Abstraction. Striking and bold, the work is directly inspired by the contemporary jazz within the gallery. Once again, this has been composed to bring the painting to life in a bold and exciting new way.
Covering 30,000 square feet, Frameless is a multi-sensory and highly Instagram-able experience presented using the very latest interactive projection technology that breaks the boundaries of art in a unique way.
In total, Frameless showcases 40 different interactive digital interpretations of masterpieces by 28 iconic artists including Canaletto, Cézanne, Dalí, Kandinsky, Klimt, Monet, Rembrandt and van Gogh. Visitors will experience the artwork as they journey through four skilfully curated galleries:
‘BEYOND REALITY’: visitors will be able to travel beyond the boundaries of reality and discover iconic artworks. Surreal, otherworldly, and dreamlike, the artworks include The Garden of Earthly Delights by Hieronymus Bosch and The Tree of Life by Gustav Klimt, with additional artworks by Edvard Munch, Giuseppe Arcimboldo, Thomas Lowinsky, Henri Rousseau, Salvador Dalí and Max Ernst.
‘COLOUR IN MOTION’: is a place where visitors will be able to experience and interact with colour in a fascinating new way, as they encounter every brushstroke and every splash of paint within each of these masterpieces. The artworks include The Waterlily Pond: Green Harmony by Claude Monet and Mont Saint-Michel, Setting Sun by Paul Signac, with additional artworks from Vincent van Gogh, Georges Seurat, Berthe Morisot and Robert Delaunay.
‘THE WORLD AROUND US’: here you’ll see landscapes as you have never seen them before. Be swept away by 360-degree cityscapes and seascapes that completely envelop you in the beauty of our world. The artworks include Avenue at Chantilly by Paul Cézanne and Piazza Di San Marco by Canaletto, with additional artworks from Rembrandt, Claude Monet, Peter Paul Rubens, J.M.W Turner, Caspar David Friedrich and Rachel Ruysch.
‘THE ART OF ABSTRACTION’: Wind through a maze of colour, shape and form to discover the pioneers of abstract art. Here the artworks include Yellow, Red, Blue by Wassily Kandinsky and Composition in Red, Yellow, Blue and Black by Piet Mondrian, with additional artworks from Hilma af Klint, Kazimir Malevich and Paul Klee.
Set to a score of specially composed music curated by award-winning composers Nick Powell and Ron Colvard, each gallery has a bespoke soundtrack and soundscape with much of it triggered by the visitors themselves as they move around.
Richard Relton, Chief Executive at Frameless, said: “We’re delighted to welcome visitors to Frameless from 7th October and show the world what Frameless has to offer! With 28 artists and 40 masterpieces to experience under one roof, we’re thrilled to bring these great works of art to life like never before. This multi-sensory, immersive attraction will hopefully attract a new, younger, and diverse audience to enjoy art. It really needs to be seen to be believed as there is nothing else like it.
Frameless has been brought to life by a collaboration of leaders in the technology, arts, architecture and experiential events sectors, including the Emmy award-winning creative team from FiveCurrents led by Scott Givens. FiveCurrents has 15 Olympic credits to its name, including the London 2012 Ceremonies. As the creative force behind Frameless, it has curated and led an ensemble of renowned UK digital content talents, technical experts and storytellers, to fashion the Frameless experience from start to finish.
Scott Givens, Chief Creative Officer for Frameless, said: “Having worked on numerous Olympic Ceremonies in the past, creating Frameless has been just as exciting and challenging as we’ve strived to think about how we can showcase art in a completely unique way. The world-class technology used at Frameless will blow our visitors’ minds and we can’t wait for the doors to open so everyone can experience art like they never have before.”
Alongside the four immersive galleries, Frameless houses a gift shop and Café Bar, which will be open all day.
