What Frameless Creative Limited does

Frameless Creative Limited (operating as Frameless London Limited, branded FRAMELESS) is a UK-based, privately held immersive art experience operator founded in 2022 and domiciled at 6 Marble Arch, London W1H 7AP. The company operates a single permanent venue billed as the UK's largest immersive art experience, comprising four projection-mapped galleries (Beyond Reality, Colour In Motion, The World Around Us, The Art of Abstraction) that stage 42+ reimagined masterpieces from 29 artists including Monet, Van Gogh, Rembrandt, Dalí, Klimt, and Canaletto. Underlying technology is floor-to-ceiling projection via Panasonic Connect high-brightness projectors (selected for power efficiency at three times less draw than LED walls), 360-degree cinematic animation (with BAFTA-winning production partner Cinesite), emotive original scores, and adaptive lighting.

The business model is multi-stream. Consumer revenue comes from ticket sales through Universe and Ticketmaster (standard, family, flexi, Lates and Chilled Sessions formats), annual memberships (launched November 2025), and on-site Café Bar and gift shop spend managed by Rhubarb Hospitality Collection. B2B revenue comes from venue hire for corporate events (capacities of 275 theatre-style, 220 dinners, 450 receptions) and a franchise/licensing programme for immersive content offered to venues worldwide (launched 2023). Distribution is omnichannel: direct-to-consumer ticketing, trade bookings via tour operators and DMCs with commissionable rates for groups of 15+, school group bookings via a dedicated checkout, and venue hire through a dedicated events team.

Customer segments span individual consumers (tourists, Londoners, families, SEND/neurodivergent visitors), schools (Key Stage 1–5), tourism trade buyers, and enterprise clients (BBC, Spotify, Creed, Clinique, La Mer, WWF, GOSH, Ocean Outdoor, Earthshot Prize, Pandora, Vanguard). Frameless is ranked #1 Art Gallery and #4 Museum in London on TripAdvisor and has accumulated industry recognition including an LVA Most Versatile London Venue Award, CEA, Event Technology, Access, Time Well Spent, and Visit England accreditation. Ownership is private; no parent, institutional investors, or funding rounds are disclosed in available sources.

Name

Frameless Creative Limited

Legal name

Frameless London Limited

Website

https://frameless.com

Company type

Private

Founded year

2022

Operating status

Operating

Short description

Frameless Creative Limited operates London's largest permanent immersive art experience at Marble Arch, using Panasonic projection mapping and Cinesite animation to bring 42+ masterpieces from 29 iconic artists to life across four galleries, serving consumer visitors, schools, tourism trade, and corporate event clients with tickets, memberships, and venue hire.

Ownership category

akta.pro rank

Product category

Immersive Art Experience

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (71211), Museums, Historical Sites, and Similar Institutions (712)

akta.pro primary industry

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

Keywords

• Immersive art experience
• Projection mapping technology
• Corporate venue hire
• Interactive art galleries
• Content licensing franchise

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Ticket Sales: Individual and group admission tickets sold via Universe and Ticketmaster. Standard tickets, family tickets, flexi tickets, and Lates tickets. Children under 3 free. School group discounted rates available. VAT is included in ticket prices.
2. Venue Hire: Private hire of galleries for corporate events including conferences (up to 275 theatre style), brand activations, dinners (up to 220 guests), receptions (up to 450 guests), and content creation. Patrons receive complimentary or reduced venue hire fees.
3. Memberships: Annual membership passes offering unlimited visits to all four galleries, access to residencies and events, Café Bar access, and membership cards (digital and physical). Options range from solo to guest-inclusive tiers.
4. Café Bar Food & Beverage: On-site Café Bar operated by Rhubarb Hospitality Collection, serving healthy, locally-sourced food, vegan and vegetarian options, and beverages including aqueous coffee cups.
5. Gift Shop: Art-inspired gifts and keepsakes sold through the on-site gift shop, with procurement focused on local sourcing, ethical credentials, minimal packaging, and FSC-certified paper products.
6. Gift Cards: Gift cards sold via Ticketmaster and redeemable online for Flexi, Family Flexi, and Lates tickets. Prices start from £10.
7. Content Licensing & Franchise: FRAMELESS establishes itself as a global immersive content and IP creator, offering franchise and licensing opportunities to prestigious venues worldwide, as well as bespoke content creation to specific briefs and locations.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels9 records

Core offering

Frameless Creative Limited operates the UK's largest permanent immersive art experience at Marble Arch in London, featuring four galleries where over 40 world-famous masterpieces (by artists including Monet, Van Gogh, Rembrandt, Dalí, and Klimt) are brought to life through floor-to-ceiling projection mapping, cinematic animation, and original scores. The company sells admission tickets, annual memberships, corporate venue hire, immersive content licensing/franchise, and ancillary food and beverage and gift shop services.

Differentiator

Problem solved

Functional benefit

Products and services

• Immersive Art Experience (Four Galleries) A single ticket admits visitors to all four permanent immersive galleries showcasing 40+ masterpieces by artists such as Monet, Van Gogh, Rembrandt, Dalí, Klimt, Canaletto, and Kandinsky through floor-to-ceiling projection mapping and cinematic animation. Designed for general public visitors, families, and tourists seeking an engaging, accessible cultural experience in central London.
• Venue Hire Private hire of all four immersive galleries for corporate conferences, brand activations, gala dinners, receptions, award ceremonies, and content creation. Each gallery is fully customisable, and the venue is supported by Rhubarb Hospitality Collection for catering and Wise Productions as exclusive event production partner.
• Annual Membership An annual recurring membership offering unlimited visits for 12 months, access to residencies and events, Café Bar access, flexible booking, and digital or physical membership cards. Options range from solo tiers to multi-guest inclusive tiers, with gift memberships available.
• Immersive Content Services (Franchise & Licensing) Franchise and licensing of FRAMELESS's proprietary immersive content to prestigious international venues, plus bespoke content creation tailored to specific client briefs and locations. Establishes FRAMELESS as a global benchmark for immersive art and projection-based cultural experiences.
• FRAMELESS Lates After-hours 18+ evening immersive experience held every Friday and Saturday night, offering access to all four galleries plus cocktails and award-winning immersive content in an adult-only setting.
• Multi-Sensory Tots Classes Interactive multi-sensory classes designed for toddlers, combining immersive gallery projections with storytelling, movement, and play led by West End performers and childcare experts from Peace+Riot.
• The Art of You Photo Experience A photo experience allowing visitors to become part of the art, located in the gift shop area at the venue.

Quantifiable outcome

• Ranked #1 Art Gallery and #4 Museum in London on TripAdvisor
• +1 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• George the PoetcoreStrategic or Co-development Partner · 24 July 2025Collaboration with London-born rapper, poet, and spoken word artist George the Poet for the Art of Expression summer programme, blending spoken word with immersive art galleries.
• Mayor of London's Violence Reduction Unit (VRU)coreStrategic or Co-development Partner · 24 July 2025Collaboration with the VRU for Art of Expression programme. VRU has invested in over 400,000 diversionary activities for young Londoners since 2019. The programme empowers young people to respond to art with their own stories through spoken word and performance.
• Royal College of Art (RCA)coreStrategic or Co-development Partner · 3 July 2025Collaboration with RCA's Digital Direction MA course for the Bodies Unbound artist residency. Showcases four emerging digital artists exploring movement as a language of identity, resistance, and expression. Part of RCA's Festival of Communication.
• Wise ProductionscoreStrategic or Co-development Partner · 1 January 2025Exclusive Event Production Partner since January 2025. Having delivered most events over the previous two years, Wise Productions knows the venue intimately and delivers seamless event production for all corporate events.
• Panasonic ConnectcoreTechnology or IntegrationVisual Technology Partner. Panasonic Connect provides high-brightness projectors for all immersive galleries with best-in-class colour reproduction, market-leading reliability, and power efficiency. Panasonic projectors use three times less power than LED walls.
• The Cumberland HotelcoreGTM or Marketing PartnerHotel Partner offering preferential rates to event clients and their guests. Located just off Oxford Street near FRAMELESS, it features music-inspired bars and restaurants and a vinyl record collection in the VIP Lounge.
• Ocean OutdoorcoreGTM or Marketing PartnerOfficial Partner and digital out-of-home advertising specialist. Ocean Outdoor provides super-premium digital screen locations and experiential marketing opportunities, connecting brands with audiences in impactful ways.
• Rhubarb Hospitality Collection (RHC)coreStrategic or Co-development PartnerPremium Catering partner since opening. RHC has over 25 years' experience catering at over 60 venues in London and New York, including the National Gallery, Banqueting House, and Royal Albert Hall. Handles all on-site F&B including Café Bar, event catering, and VIP experiences.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial Ticketing Partner and gift card provider. Ticketmaster processes 500 million tickets per year across 30+ countries. Handles flexi, family flexi, and Lates tickets, plus gift card sales and redemption.
• CausewayminorGTM or Marketing PartnerPatron-level supporter of FRAMELESS, providing financial or strategic support in exchange for venue benefits and brand association.
• CinesiteminorStrategic or Co-development PartnerPatron-level supporter. BAFTA award-winning digital production studio that collaborated with FRAMELESS on the remastered Beyond Reality Gallery, providing cutting-edge animation, soundscapes, and projection mapping.
• Anna LlenascoreStrategic or Co-development PartnerAuthor, illustrator, and art therapist. Creator of The Colour Monster in collaboration with FRAMELESS for the immersive artist residency. The residency transforms the bestselling picture book into a fully immersive sensory experience in the Blank Canvas Gallery.
• Peace+RiotminorStrategic or Co-development PartnerWest End performers and childcare experts who lead storytelling, movement, and play components of the Multi-Sensory Tots Classes at FRAMELESS.
• SENsational TutorsminorStrategic or Co-development PartnerSpecial educational needs specialists who partnered with FRAMELESS to develop and document the Chilled Sessions experience for SEND visitors.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Outernet London: London immersive music and visual entertainment venue using wraparound LED and projection screens in central London; competes with FRAMELESS for the same out-of-home immersive visitor, tourist and brand-activation spend.
• ARTECHOUSE: US-based operator of permanent and touring immersive art technology spaces in Washington DC, Miami and NYC, focused on large-format projection and AI-driven installations; a closely comparable tech-forward immersive art concept.
• Immersive Van Gogh / Lighthouse Immersive: North American operator of touring Immersive Van Gogh, Frida Kahlo and other projection-based shows in repurposed venues. Overlaps with FRAMELESS on classic-artist immersion, ticketed consumer experience and franchised/located operator model.
• Hall des Lumières: Immersive art center in a former bank in downtown New York City, operating year-round projection mapping exhibitions on iconic artworks, matching FRAMELESS's permanent venue, multi-gallery format and consumer ticketing model.
• teamLab Planets / teamLab Borderless: Japan-origin immersive digital art experience with permanent venues in Tokyo and global touring installations; combines projection mapping with interactive digital art and operates a franchised/licensed global footprint very similar to FRAMELESS's ambitions.
• Atelier des Lumières (Culturespaces): Permanent immersive digital art centre in Paris operating since 2018, using projection mapping on classic and contemporary artworks across multiple galleries with ticketed entry, memberships and venue hire — the closest direct analogue to FRAMELESS's model.

Emerging players

• The Frameless Museum / Frameless Museum Dubai (operator Immersive Arts Co): Dubai-based immersive arts venue created by founders with FRAMELESS UK lineage; demonstrates the franchise/licensing concept on which FRAMELESS Creative is pitching future expansion and a likely near-term geographic peer.

Broad incumbents

• Tate Modern: Major London modern and contemporary art museum with free general admission; serves overlapping audiences and competes for the same tourist cultural-attraction wallet, but operates a much broader, non-commercial portfolio.
• National Gallery (London): Free-admission national collection in Trafalgar Square housing many of the same canonical masterpieces (Van Gogh, Rembrandt, Monet, Canaletto) that FRAMELESS projects; competes indirectly as the traditional, lower-cost alternative for art tourists in London.
• Culturespaces (parent of Atelier des Lumières): French cultural-institution operator running multiple immersive art centres (Atelier des Lumières, Bassins de Lumières, Villa Lumière); the established incumbent FRAMELESS must compete with for franchise and content-licensing deals with venues worldwide.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/framelessldn
• YouTubeyoutube.com/channel/UC7mgB7KxBakHF5b0GJTzhJw
• Facebookfacebook.com/FramelessLDN
• InstagramInstagram.com/framelessldn
• TikToktiktok.com/@framelessldn
• LinkedInlinkedin.com/company/frameless-london

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frameless Creative Limited