London-based immersive art experience heads to MediaCity

Working with the National Portrait Gallary’s collection, Frameless will set up shop within a 16,000 sq ft pop-up space at Landsec’s Salford complex.

The immersive art exhibition, which has a permanent site in London’s Marble Arch, will be the second such scheme to embark on a residency at MediaCity in recent years following the Van Gogh Alive show that ran for several months in late 2021 to early 2022.

Frameless will occupy a purpose-built temporary marquee on the Piazza at MediaCity from May to September next year, according to a planning application submitted to Salford City Council.

It is anticipated the exhibition could attract more than 1,000 visitors a day for the duration of its residency.

Frameless bills itself as the “ultimate immersive art experience” and showcases famous works of art in interactive ways from its permanent home on the ground floor of Almacantar’s £450m Marble Arch Place.

Rich Storton, general manager at Frameless said: “We hope that by unleashing the power of digital storytelling we can help the Gallery to bring art to a whole new audience.

“We’re living in a changing world and there is a real need for new experiences that help open up art and culture to new audiences and crucially help ensure that national institutions such as the National Portrait Gallery and their incredible collections continue to be accessible and have cultural significance for the next generation.

He added: “MediaCity is a vibrant cultural hub attracting a hugely diverse audience. This combined with its proximity to major transport links and focus on technology made it an obvious choice for premiering our first experience.”

Rosie Wilson, director of programmes, partnerships, and collections at the National Portrait Gallery, said: “The National Portrait Gallery aims to share our unique collection of portraits with as wide an audience as possible and explore the human stories that shape our history and culture.

“This exciting new partnership with Frameless, inspired by our Collection, will enable us to take these stories outside of the Gallery walls and bring them to life in new, innovative ways.”

Caroline Aikman, director of marketing, brand, and place at MediaCity said: “We are honoured that the National Portrait Gallery and Frameless have chosen MediaCity as the first stop on the tour of this unique immersive experience.

“We’ve hosted many arts and culture events, experiences, festivals and exhibitions over the last few years and we can’t wait to welcome visitors to Salford when the experience opens its doors in May next year.”