London’s first permanent digital immersive arts experience, Frameless, is bringing art to life “like never before” and will be opening in October in the heart of London’s West End. Frameless has partnered with industry leading projection technology provider Panasonic, which will use the venue as its global flagship showcasing its projection technologies and large format displays. Market leaders in the live events and immersive experience sectors, Creative Technology, has also been brought on board to deliver integration services for all video systems across the attraction.
Using over 50 of Panasonic’s best of breed 3-Chip DLP laser projectors, the art projections inside the attraction will be delivered by 479 million pixels and 1 million lumens of brightness and vivid colour, to give a truly stunning image quality across all four immersive galleries as well as a fifth gallery dedicated to corporate and educational events.
A second layer of audio immersion is achieved by 360-degree surround sound played over 158 loudspeakers from British manufacturer EM Acoustics with over 36,000 watts of amplification. EM Acoustics R8 speakers are used in each gallery, providing audio with “impressive” detail, clarity and control. Set to a score of specially composed music, each gallery has a bespoke soundtrack and soundscapes with interactive audio triggered by audience movement.
All of this is brought together by the latest next generation Hive media servers, calibration cameras, switching, movement and depth sensors, to deliver a “uniquely inspiring” experience.
Panasonic is said to provide Frameless with an edge over other immersive art experiences, as the experience seeks to push the limits of projection like never before. Using 3-Chip DLP technology, the RQ22 and RQ35 projectors used inside Frameless deliver “unique” levels of brightness and resolution, together with long lasting stable colour uniformity in compact smaller projectors ideal for immersive spaces.
To ensure a truly immersive experience, the RQ22K & RQ35 deliver uniformity in both brightness and colour performance, allowing projectors to be seamlessly blended, avoiding distractions or blemishes that could break the connection with the viewer.
In addition to the RQ22K & RQ35 projectors, Panasonic will also be showcasing its MZ16 projection series in Frameless, which delivers long-lasting brightness and “superb” colour performance at 10,000lm (MZ10k), 13,000lm (MZ13k), and 16,000lm (MZ16k). 3LCD technology provides vibrant HD quality images, and reliability is assured by the liquid cooled laser diodes and sealed phosphor wheel that protects against dust ingress to provide long life brightness.
Creative Technology, market leader in the live events and immersive experiences sectors, is collaborating with Frameless to source and integrate all video systems across the attraction. The company will be delivering services relating to the video systems in the venue across the four immersive galleries and the wider venue spaces including the foyer, escalator and cafe bar. Autograph Sound will be supplying and integrating all audio systems.
“We’re partnering with Panasonic to deliver groundbreaking technology to Frameless, creating a digital immersive arts experience like never before,” said Simon Kentish, CTO at Frameless. “Panasonic’s world class projection technology will bring iconic masterpieces to life in an entirely new way that truly encapsulates the idea of art being all around us.”
Jan Jahn, head of Panasonic media & entertainment business in Europe, added: “We’re delighted to partner with Frameless for our global flagship showcase. The thrill of seeing something unexpected or new for the first time is an experience that stays long in the memory, and we now have world class technology to place people right at the heart of this experience. Our projection technology will enable visitors to be close enough to the imagery to truly feel part of it!”
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 artists such as Cezanne, Kandinsky, Monet, Canaletto, Rembrandt and Klimt to name just a few across four themed galleries.
Situated in the heart of London’s West End, 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.
Frameless has been brought to life by a collaboration of leaders in the technology, arts, architecture and experiential events sectors, including the award-winning creative team from FiveCurrents. FiveCurrents is the Emmy award-winning production team who hold 15 Olympic credits to their name, including the London 2012 ceremonies. Together it has curated and led an ensemble of renowned UK digital content talents, technical experts and storytellers, to fashion the Frameless experience from start to finish.
London will be the first Frameless site, with plans to roll out multiple Frameless attractions in major cities around the world over the next five years.