In this interview, the curator Rosie O’ Connor discusses the purpose and founding ideas of Frameless, the UK’s first permanent immersive art exhibition, located in Marble Arch.
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Frameless is a permanent, large‑scale digital art experience located beneath Marble Arch Place, adjacent to Oxford Street, Mayfair, and Hyde Park. Formerly a subterranean Odeon cinema, the site spans around 30,000 ft² with four immersive galleries—Beyond Reality, Colour in Motion, The World Around Us, and The Art of Abstraction—plus a rotating fifth space for emerging digital artists Expect to spend roughly 90 minutes at your own pace, with last entry two hours before closing.
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The galleries bring 42 famous artworks to life through 6‑surface projection, motion sensors, mirrored floors and ceilings, and dynamic soundtracks. In Beyond Reality, surrealist pieces by Dalí, Munch, Klimt and others unfold across walls and floors, transporting visitors into dream‑like landscapes Colour in Motion cleverly reacts to visitor movement, animating brushstrokes from Monet, Van Gogh, Signac and Morisot, making it especially popular with families. The Art of Abstraction features pioneers like Kandinsky, Mondrian, Klee and Klimt in vibrant geometric animations set to jazz‑style compositions. Meanwhile, The World Around Us immerses you in dramatic landscapes—from volcanic eruptions inspired by Wright and Friedrich to stormy seas via Rembrandt—with rich orchestral soundtracks enhancing the atmosphere. The Art of Abstraction features pioneers like Kandinsky, Mondrian, Klee and Klimt in vibrant geometric animations set to jazz‑style compositions.
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Frameless is ideal for a wide audience: solo art‑lovers, tech‑curious visitors, families (with under‑3s free), and event planners who’ve used it for corporate gatherings thanks to its adaptable, projection‑based spaces.