Marble Arch Presents Frameless, London’s First Permanent Digital Immersive Arts Experience

London’s first permanent digital immersive arts experience, Frameless, will open this Autumn at Marble Arch Place bringing art to life like never before. As the biggest digital immersive arts experience of its kind in the UK, Frameless is set to become a new landmark destination amongst the already world class attractions available to London and West End visitors.

Frameless will offer visitors a culturally rich, immersive, multi-dimensional, entertainment experience within its London venue, which covers 30,000 square feet. The new attraction will be a multi-genre and multi-artist experience, featuring iconic masterpieces from the likes of Cezanne, Kandinsky, Monet, Canaletto, Rembrandt and Klimt to name just a few, making it a must-see attraction for visitors of all ages. Laid out across four differently themed galleries within the experience, content will be multi-sensory and highly Instagram-able and presented using 4K projection technology that will deliver spectacular high-definition images to excite and inspire visitors.

“We are delighted to welcome London's first permanent immersive art gallery to Marble Arch. Steeped in history, this location offers a fantastic setting for a brand-new cultural offer and Frameless will supercharge the area’s reputation as a destination for tourism, hospitality and leisure. We look forward to working with the Frameless team and seeing their ambitious plans realised in London’s newest, spectacular arts venue.” - Kay Buxton, Chief Executive at Marble Arch London BID

“It’s fantastic that London has been chosen as the first destination for Frameless. As we welcome back international tourists to the city this year, Frameless will be a groundbreaking and hugely popular new attraction in the West End, demonstrating the constant innovation and creative energy of London.” - Sadiq Khan, the Mayor of London

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. With 45,000 people using Marble Arch tube station every day and 200,000,000 people visiting Oxford Street each year, Frameless is positioned in a prime location for footfall, with a 15-year lease secured in this new and exciting development.

Significant investment is being made to support the recovery of the West End area, with £8.6 billion expected to be pumped into the district this year alone, and recent reports expecting the area to have fully recovered within two years. The opening of Frameless is a massive vote of confidence for London, as tourism and footfall return to near pre-pandemic levels.

With the immersive entertainment industry valued at more than £45.7 billion in 2020 and growing rapidly as we emerge from the pandemic, Frameless is leading the charge in this booming sector within the UK and aiming to emulate the success of L’Atelier des Lumières in Paris and Borderless in Tokyo, which draw millions of visitors to their respective venues each year. Additionally, the attraction is proud to have partnered with industry leading projection technology provider, Panasonic, who will use the London venue as their global flagship showcase in a bold show of confidence for the experience.