If you’ve ever stood in front of a famous masterpiece and thought, “I wish I could just step inside” – then, I’m about to make your day. Frameless takes some of the world’s most recognisable artworks and projects them floor-to-ceiling, wall-to-wall in a fully immersive experience.
I’ve visited myself, and I can safely say this isn’t a walk-around-quietly-and-nod-thoughtfully kind of gallery. It’s colourful, atmospheric, surprisingly emotional in places and very easy to lose track of time.
Our guide will cover:
- Why Frameless is worth a visit
- How to get there and how to get in
- What there is to see
- Where to get the best pictures
- How to make the most of the experience
- What facilities there are
- Where you should go next
Why should I visit Frameless?
This is art, but not as you know it.
Frameless brings together 42 artworks by 29 artists and extends them using motion, light and sound, to transport you inside the work while staying true to the original work.
You don’t need to recognise every artwork to enjoy it (although spotting familiar ones is lots of the fun). Whether you love surrealism, impressionism, landscapes or bold abstract works, each gallery feels totally different – and you’re free to explore them in any order, as many times as you like.
It’s also one of those rare attractions that works just as well for art lovers, casual visitors, people of all ages, people who “don’t really like museums,” and people who love museums.
That’s a hard balance to strike, and Frameless absolutely nails it.
It really is a 360° experience
How do I find Frameless in London?
Frameless is located just by Marble Arch, making it super easy to slot into a central London sightseeing day.
Nearest tube stations: Marble Arch or Bond Street
From Marble Arch station, it’s only a couple of minutes’ walk, on the right just past the Circadian statue (a big metal flower-type thing).
How do I get into Frameless with my London Pass?
With The London Pass, you don’t need to pre-book, just show your pass when you arrive and you’re in!
There is a security check on entry to the building, and larger bags will need to be checked into the cloakroom.
For 18+ London Pass holders, you can also access Frameless Lates – extended opening hours on Friday and Saturday night, where you can buy drinks at the bar and take them into the galleries. Perfect for a date night or evening out with friends.
What’s included in the experience?
Arrival & introduction
You’re first welcomed by a forest of LED lights, giving you teasing glimpses of colours and artworks to come. It’s a great “okay, I’m intrigued” moment.
Next is the Creative Passage – a calm, minimalist corridor designed as a palette cleanser. It sounds fancy, but it genuinely works: your brain switches gears and gets ready to absorb what’s coming next.
The Crossing Gallery
This is the central hub where you can:
- See which artists and artworks feature in each gallery
- Find out how long each experience is
- Enter all four galleries
- Find the AI Photo Booth (optional paid extra), which turns your portrait into an artwork-style image
- Access the giftshop, café/bar, cloakroom and bathrooms
Top tip: take a photo of the artwork lists here and see how many you can recognise once you’re inside the galleries.
From here, you can explore the four main galleries in any order, revisit favourites and take breaks whenever you like – there’s no time limit.
This is your gateway to the experiences
Beyond Reality (22 minutes)
Get ready for a deep dive into surrealism. As you relax in the space, a custom-composed musical score guides you, perfectly matching the flow and pace of the artworks. There’s no narration– just sound and visuals – so it’s an accessible, universal experience for everyone.
Mirrors line the edges of the room, creating a sense of endless depth and offering some fantastic photo opportunities. (Mirror selfie inside a painting? Yes, please!) My personal fave was the underwater sequence inspired by The Dawn of Venus by Thomas Lowinsky, which felt genuinely calming and more than a little bit magical.
Artists featured: Salvador Dalí, Gustav Klimt, Odilon Redon, Max Ernst, Edvard Munch, Thomas Lowinsky, Henri Rousseau, Hieronymus Bosch
Colour in Motion (24 minutes)
This is the most playful space, and a big hit with families.
This room focuses on impressionist art and invites you to actively step into the paintings themselves. The fully interactive floor – made up of around two million pixels – responds as you move, with fragments of famous artworks tumbling around beneath your feet, scattering as you walk through them before satisfyingly reforming on the walls around you.
The soundtrack here is just as clever as the visuals. The music is custom-composed and reacts to what you’re seeing, with subtle waves, wind and ambient sounds woven in to match the mood of each painting.
Fun challenge: can you guess which painting is forming from the pieces on the floor before it appears on the wall?
Artists featured: Georges Seurat, Robert Delaunay, Paul Signac, Vincent van Gogh, Claude Monet, Berthe Morisot
See what I mean about a fun mirror shot?!
The World Around Us (21 minutes)
This space places you right inside some of the world’s most famous landscapes using 360-degree projections and immersive spatial audio. The sound shifts depending on where you stand, so moving just a few steps can completely change the atmosphere. Some scenes are dramatic and intense, while others are quietly beautiful and surprisingly peaceful.
Standout moments include Rembrandt’s Christ in the Storm on the Sea of Galilee, brought to life with creaking ship sounds and crashing waves. It’s particularly special because this is currently the only place in the world you can see the artwork, as the original was stolen in 1990.
Elsewhere, Joseph Wright’s Vesuvius in Eruption features a genuine “the floor is lava” moment, while Canaletto’s Venice scene lets you sit on wooden decking and dip your toes into shimmering turquoise water.
Keep your eyes peeled for blink-and-you’ll-miss-them details in here too, like Jack the Ripper’s shadow lurking in Grimshaw’s moody Victorian London.
Artists featured: Rembrandt, Claude Monet, Joseph Wright, Vincent van Gogh, John Atkinson Grimshaw, Canaletto, Caspar David Friedrich, J.M.W. Turner, Katsushika Hokusai, Rachel Ruysch, plus a 1st-century BC fresco by an unknown artist
The Art of Abstraction (24 minutes)
This gallery feels the most contemporary and energetic of the four.
Abstract shapes, colours and motifs are projected across sheer screens and the floor, creating a layered, almost three-dimensional effect as you move through the space. The layout feels maze-like, encouraging you to wander and explore rather than follow a set path.
The music here actively responds to the movement of shapes and symbols, making the whole experience feel alive. One of the most fascinating parts is watching how individual fragments gradually come together to form complete paintings – often turning into something very different from what you expected based on the shapes alone. (Unless you’re an abstract art buff and recognise them immediately, of course!)
Artists featured: Hilma af Klint, Wassily Kandinsky, Kazimir Malevich, Piet Mondrian, Paul Klee, Robert Delaunay, Sophie Taeuber-Arp
Get right in the middle in the Abstract experience
Best photo spots at Frameless
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The mirrored edges in Beyond Reality
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The interactive floor in Colour in Motion (especially mid-scatter)
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Standing ‘inside’ Van Gogh’s almond blossom in The World Around Us
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Walking between the sheer screens in The Art of Abstraction
Photography is allowed in all the galleries, but no flash.
Insider tips to make the most of your visit
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Each artwork has a moment of full ‘resolve’, where the original painting appears as the original work, so make sure you to look out for it!
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Sitting on the floor is absolutely allowed (and sometimes the best way to experience it).
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The visuals and music are deliberately designed to take you on a journey, so the best way to fully experience each gallery is to make sure you see it from start to finish.
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Revisit galleries, I know this sounds counterintuitive – but seriously, you’ll spot something new and have a whole different experience each time.
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Look closely – yes the scale of the paintings is impressive, but the closer you look the more small details you’ll spot! Like a lovers meeting, only glimpsed briefly through the window of the Venetian scene.
What facilities are there?
- Cloakroom for a small cost, bags and coats can be left here. Larger bags must be left here during your visit.
- Lifts and escalators throughout
- Toilets
- Café
- Daytime: coffees, soft drinks, cakes and sandwiches
- Evening: bar-style drinks
- Gift shop with art-led souvenirs, prints and gifts
- Souvenir ‘Art of You’ Photography
*Sighs in Van Gogh heaven*
Where should I go next?
Located just off the end of Oxford Street, Frameless is well placed to slot into a day of sightseeing.
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Stroll through Hyde Park, just across the road
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Shopping along Oxford Street or Bond Street
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Visit the Moco Museum, two minutes around the corner
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Go for something more historical and visit Apsley House, or the Wellington Arch, a 10-15 minute walk across Hyde Park
So, is Frameless worth visiting?
Absolutely. Frameless is immersive without being overwhelming, clever without being pretentious, and genuinely fun without losing respect for the art itself.
You’ll leave feeling inspired yet somehow more peaceful and relaxed than before you arrived, and probably with far more photos than you planned.
It’s definitely a standout London experience.
Enjoyed this spiffing spot of London?
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