There has been a wave of immersive art experiences seen in London that have included Gustav Klimt and Van Gogh but until now, there’s never been one worth it’s bricks and mortar. Enter FRAMELESS, the capital’s first permanent digital immersive art experience, which has taken the city by storm. Taking its cues from the success of experiences such as Borderless in Tokyo, and L’Atelier des Lumières in Paris, Frameless aims to change the way people experience art. In doing so, they’re bringing the paintings to a whole new audience of people who otherwise may not go to a gallery or museum.
Sure, there are plenty of conventional art galleries across each corner of the UK, white walls awash with framed works of art, but, just how many encourage guests to use their own movements and gestures to recreate say, the beauty of Monet’s, ‘The Waterlily Pond: Green Harmony’? If your answer was none, then Frameless might just be what you’re looking for.
Sprawled across 30,000 square feet in a basement in Marble Arch is Frameless, showcasing no fewer than 40 different digital interpretations of 28 of the world’s most iconic artists. These include Canaletto, Dalí Klimt, Monet and Rembrandt to name but a few. Upon arrival, you are quickly directed towards the entrance of a mirrored hall, (a loading bay of content creators circle in the lobby) with escalators leading you down to the four-immersive galleries, Beyond Reality, Colour in Motion, The World Around Us and The Art of Abstraction.
Beyond Reality feels like a trip to the Multiverse. Surreal, otherworldly, and dreamlike best describes the iconic artworks unveiled in this room, with works including The Tree of Life by Gustav Klimt, and additional artworks by Henri Rousseau and Salvador Dalí. All the while music composed specifically for the attraction is set off by the visitors as they move around.
Whilst Colour in Motion allows visitors to interact with the art on display, The World Around us allows visitors to be swept away by 360-degree cityscapes and seascapes that completely envelop you in the beauty of our world – much like stepping into your desktop screensaver. The boundaries of reality are tested further in The Art of Abstraction, where a maze of colour, shape and form help visitors discover the pioneers of abstract art, exploring the limitless boundaries of art form from the like of Wassily Kandinsky, Paul Klee and Piet Mondrian.
On 4th of August FRAMELESS presents the exposition of digital artist Cem Hasimi. Originally from Turkey London-based artist started his career in advertising industry but gained interest in storytelling through animation. Drawing inspiration from personal experiences, emotions, and observations, Cem experiments with various styles and technics to create impactful and memorable digital pieces.
The exposition will take place during Frameless Lates – adult only monthly showings. Through all August you can catch the Cem Hasimi’s works after hours with other Frameless galleries. With bites, drinks and a music programme curated by the eclectic Soho Radio, Lates can be ideal place for Friday night start and a date.
Alongside the four immersive galleries, frameless houses a gift shop and a café bar, with a menu that changes throughout the day. Stay for the art-inspired afternoon tea, which promises a theatrical element too – open all day.
Frameless offers a multidimensional exploration into a maze of dazzling and mind-altering displays, allowing visitors a fun and engaging way to see these artistic masterpieces. Spanning floor to ceiling, on a scale you’ve never seen before. Frameless is Britain’s biggest immersive art experience, open seven days a week, be sure to secure yourself a ticket.
Standard timed entry tickets start from £25 for adults and £15 for children (5-17) during weekdays, and a bit more for evenings or weekends. There are also premium ticket options.
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All imagery courtesy of Frameless.