Have you ever wished for an immersive experience that allowed you to fully immerse yourself in the here and now while simultaneously captivating your senses? Think of a place where colors, sounds, and moving pictures all together feel like you’re in a dream. An incredible way to spend time in front of a screen, London’s frameless immersive art experience takes visitors on an extraordinary journey that will inspire people of all ages.

Immersive Galleries are professionals at taking the gallery experience beyond looking at a painting on a wall. After the huge success of Van Gogh Live, Frameless is the company’s first permanent immersive art display at Marble Arch. Beyond Reality, Color in Motion, the World Around Us, and The Art of Abstraction recreate iconic surrealist, impressionist, and abstract paintings through projections, redefining what an art gallery should be.

The frameless immersive art experience: What Is It?

Rather than being a simple art exhibition, Frameless takes viewers on an interactive journey through priceless works of art. This London attraction, close to Marble Arch, lets guests immerse themselves in the artwork. Frameless provides a peaceful and captivating space where people of all ages can experience creation at its best, making it an ideal destination for families seeking a fantastic day out.

In the Frameless exhibition, state-of-the-art technology is used to reinterpret classic works of art. Artworks by renowned artists such as Van Gogh, Edvard Munch, Klimt, and Monet are brought to life in this immersive experience by FIVECURRENTS, which seamlessly blends the digital and physical realms. In the middle of London, close to Oxford Street, Frameless provides a new spin on conventional art galleries in an easily accessible setting.

How can you record artwork that is constantly evolving?

From Abstract Expressionism to Color in Motion to The World Around Us, Frameless’s four primary galleries offer a fresh take on a different art trend. The merchandise, which consisted of booklets, sketchbooks, candy, and biscuit tins, had to pay homage to and reflect the gallery’s extensive art collection. But how can we translate a dynamic, interactive presentation into tangible, hand-held products?

Across all product lines, striking a balance between audience wants and needs, and the Frameless identity was crucial. Frameless is a prime location to draw in tourists, just a short distance from Hyde Park. Souvenir appeal was essential, as was making sure each product encapsulated the visitors’ experience and Frameless’ bold and punchy personality, all while appealing to the diverse variety of people walking through the venue.

Frameless immersive art experience: A concept that has been rethought

Frameless’s central idea, “Art Reimagined,” challenges conventional wisdom about how people experience, perceive, and engage with works of art. Keeping with this central idea, we rethought Frameless’s work in our own way: We had to transform cherished artwork that was now in a constant state of flux into unique, presentable objects. We drew from a wealth of visual references, which allowed us to extract certain aspects of artworks and mimic the hypnotic effects of the gallery’s projections.

They designed a variety of stationery, art supplies, homeware, and gifts—including candy and fabric patches—to celebrate the gallery’s opening while capturing the essence of the artworks on display.

The Frameless Art Experience: 42 Works of Art, 4 Galleries, and a Single Ticket

A trip through style, emotion, and time is what Frameless is all about. Immerse yourself in the works of renowned artists such as Cezanne, Monet, Van Gogh, Rembrandt, Klimt, and many more as you explore four separate galleries (plus a hidden gallery within the café) over thirty thousand square feet. Art lovers and those just interested in the world around them can have a personalized experience at each gallery, thanks to the distinct themes they offer.

Movement as a kind of fine art

At the Colour in Motion gallery, visitors can immerse themselves in pointillist artwork that floats around the walls and floor. They can even use their bodies to move dots, creating their own unique artwork in the process.

We started with this memorable experience of producing bespoke images for a set of high-quality art materials because we wanted visitors to remember it. The piece refers to a lovely participatory moment in the show and discusses the various marks that visitors can try out on the paper, bringing back memories of the artwork they were a part of making in the gallery.

Frameless immersive art experience: An adorable approach to abstraction

Famous abstract works are dissected and animated at the Art of Abstraction gallery, resulting in a multi-layered experience whereby floating bits of artwork float through space. This experience inspired our confectionary packaging. Striking a balance between the theoretical and the delicious, we used forms influenced by art movements to generate designs with a handmade, dynamic quality.

The new artworks’ three-dimensional space was communicated through the bold angle that was a crucial part of the Frameless identity. This perspective was applied straight to the candy box, resulting in a daring and captivating design that stood out against the creative, abstract patterns, a layout that appealed to a wide range of consumers.

Possessing the experience through a brochure for souvenirs

Among the most notable items in the collection was the souvenir brochure. This offering, which displays stunning images of the exhibition areas, allows you to bring a little bit of the gallery into your house.

The booklet provides additional information on the history of the artworks and movements, allowing visitors to draw connections to their full gallery experience—vastly different from reading small subtitles on a wall. It vividly brings each art trend to life through its large-scale exhibition photographs and in-depth biographies of the artists.

To create layouts that evoked a feeling of suspension—a nod to the exhibition’s fluidity, layers, and dynamic nature—we combined the powerful typography of the Frameless logo with gallery photography. The end product was an opulent keepsake from the gallery visit.

The Hidden Room: The futuristic digital art of Blank Canvas Gallery

The Blank Canvas exhibition, which showcases innovative digital art from established and up-and-coming artists, is tucked away within the Frameless Café, making it an undiscovered gem many tourists could miss. Guests are invited to explore a revolving collection of digital works of art that blur the boundaries between technology, art, and innovation in this one-of-a-kind, small area, elevating the café experience to an unparalleled level.

Inspiring ideas abound in the futuristic Blank Canvas collection. Thanks to floor-to-ceiling digital displays, artworks here react dynamically, changing and evolving right in front of your eyes. The gallery becomes a multi-sensory journey as each artist-in-residence contributes a new perspective, exploring topics like social justice, personal reflection, emotional landscapes, and imagined realities. Frameless collaborates with artists from prestigious schools such as the Royal College of Art (RCA) to provide a stage for up-and-coming digital artists.

Making the experience better: frameless sounds.

Frameless pairs each gallery with a different musical accompaniment, enhancing the artwork’s emotional effect. Whether it’s Nick Powell’s original music for Colour in Motion or Chapman Hammond’s compositions for Beyond Reality, the soundscapes elevate and immerse you in every realm.

Encouraging young brains to engage with art

Art isn’t only for grown-ups, and Frameless saw that the exhibition offered a chance for kids to experience its enchantment firsthand. We created activity kits that re-created the art trends seen in each gallery so that kids could actively participate and feel immersed. The abstract art movement’s exploration of emotion via shape and color was one such endeavor. We encouraged kids to explore the relationship between color and emotion by having them color in abstract forms in a style that matched their current state of mind. The gallery’s younger guests were encouraged to let their imaginations run wild with these specially designed and illustrated activities.

Conclusion

Frameless immersive art experience in a whole new way. Everyone from art connoisseurs to families seeking a one-of-a-kind adventure will find something to enjoy at this exhibition. Experience legendary, world-renowned paintings like never before at Frameless, an award-winning, multi-sensory immersive art installation. Frameless is like no other art exhibition, bringing 42 works of art to life in four stunning galleries.