(3 Oct 2022) UK IMMERSIVE ART
SOURCE: ASSOCIATED PRESS
RESTRICTION SUMMARY:
LENGTH: 06:52
ASSOCIATED PRESSLondon, UK, 28 September 2022
1. Various of immersive exhibition "The Art of Abstraction" at Frameless
2. Wide of corridor leading to immersive exhibition "The Art of Abstraction" at Frameless
3. Various of exterior of Frameless building in Marble Arch, sign reading (English): "Frameless"
4. SOUNDBITE (English) Scott Givens, chief creative officer, Frameless:"It's a surprise. You walk into our foyer and the space reveals itself to you as you come downstairs to 30,000 square foot of space, four big galleries with towering ceilings - 4,000 square foot for our biggest gallery."
5. Various of Givens walking into Frameless building, going down escalators to exhibition rooms
6. SOUNDBITE (English) Scott Givens, chief creative officer, Frameless:"We aren't the first projection art experience, but what we did is we created our own take. Instead of exploring one artist and all of their lifetime of work, we explore a movement of art and that let us choose paintings that we can represent really well in this format, in a projection format, in this kind of large environment."
7. Various of Givens in exhibition "Colour in Motion," where visitors can walk and move around to move digital bits of paintings
8. SOUNDBITE (English) Scott Givens, chief creative officer, Frameless:"It's not a theatre. It's an immersive gallery experience. You can walk through and you can stand anywhere in it, see yourself and the art, be a part of the art. In some ways they're mirrors and some rooms it's interactive and other rooms, it's just all around you. And so there's different ways to experience and be a part of it."
9. Close of Givens looking at "Colour in Motion" exhibition
10. Wide of Givens running up to wall to move digital bits of paintings
11. Various of exhibition "Beyond Reality"
12. SOUNDBITE (English) Scott Givens, chief creative officer, Frameless:
"Mirrors are reflecting light and creating distortions of light. So we had to work around those technical challenges. We have a massive sound system that's pushing music from all different directions. So we had to create soundproofing in the rooms to absorb that sound so it's a great acoustic experience. And then you go in things like our big landscape room and and you get to experience for the first time projection on all six walls. That's a really complex projection technique that we pulled in there."
13. Various of Rose Balston, curator, Frameless, walking around the exhibition "The Art of Abstraction"
14. SOUNDBITE (English) Rose Balston, curator, Frameless:"We wanted to look at what's known as pure abstraction. And we were also very definite that we wanted to include the female artist Hilma af Klint, because she was really the first artist to start sort of delving into these ideas of abstraction that became better known with artists like Kandinsky and Mondrian. You can see a Kandinsky behind me. And so we needed to think about, what is the art historical story we want to tell? And once we've worked out that story, then we can slot the pictures in."
15. Various of exhibition "The Art of Abstraction"
17. Various of exhibition "The World Around Us"
LEADIN:
A new immersive exhibition is set to open its doors in London offering a fusion of giant animated art from well known masters such as Salvador Dali and Piet Mondrian.
In four vast rooms, visitors are surrounded by animated paintings - some broken into digital puzzle pieces, that they can try to put back together again.
STORYLINE:
But none of this is revolutionary says Givens.
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