New 30,000 sq ft digital immersive arts experience to open in London this Autumn - FAD Magazine

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New 30,000 sq ft digital immersive arts experience to open in London this Autumn

The UK’s biggest and London’s first permanent digital immersive arts experience to open in Marble Arch this Autumn. 

Frameless Digital-Immersive Art Experience Paul Musso

Covering 30,000 square feet and two floors, Frameless will open this Autumn the biggest digital immersive arts experience of its kind in the UK.

Frameless will offer visitors a culturally rich, immersive, multi-dimensional, entertainment experience. Frameless will feature experiences from the likes of Cezanne, Kandinsky, Monet, Canaletto, Rembrandt and Klimt to name just a few. Laid out across four differently themed galleries within the experience, content will be multi-sensory and presented using 4K projection technology that will deliver spectacular high-definition images.

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.

Frameless has partnered with 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. FiveCurrents are the Emmy award-winning production team who hold 15 Olympic credits to its 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. From the art world, a team from Artscapes UK have been brought on board to curate each of the four unique gallery spaces. Sourcing paintings which span world-renowned masterpieces to lesser-known works of art, Artscapes UK have curated a narrative and experience which makes art accessible and entertaining for people of all ages and backgrounds in a new digital and immersive form.

 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.

Scott Givens, Chief Creative Officer of FiveCurrents and Frameless

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.



Frameless brings together a collective of highly experienced individuals drawn from the entertainment, events, technology and visual effects sectors with an ambition to become a leading IP owner and provider of immersive digital content. They have recently secured a 30,000 square foot site in the heart of Marble Arch, London where they will open the UK’s first large scale digital immersive art experience, in Autumn 2022. In addition to London, Frameless intend to establish a global network of branded immersive experiences around the world and are currently establishing a pipeline of venues as well as licensing content.

Artscapes UK creates unforgettable cultural experiences. At Artscapes UK, we draw on our unique pool of art world specialists and exclusive access to deliver imaginative events that are aimed to entertain and inspire in equal measure. Artscapes UK offers a vast range of event formats both online and on the ground – we’re well-known for our combination of disciplines with a passion for putting history, art, theatre, food, wine, and music all together in one fabulous cultural mix. With a wide range of specialisms, from Old Master to cutting edge contemporary, our charismatic experts provide cultural experiences you will never forget.

At FiveCurrents, everything we touch is live. It’s core to our DNA. We create Live Entertainment, Live Ceremonies and Live Platforms, and we always do it on time, on budget, and with ample style. As the world’s premier creator of live content, we produce and operate unforgettable experiences that capture the power of human emotion to leave a deep and lasting impression on all who see them. Our team’s work has been broadcast to more than 23 billion people, and our projects have been celebrated for creative excellence with 14 Emmy Awards (and 29 nominations), 60 Telly Awards and many other industry accolades. We work with the best creative and production minds in the world, carefully curating every project to perfection.



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