Here at TCC, we encourage our people to take inspiration days—to go and experience something that’s been on their bucket list.
Jasmir, our Marketing Director, took an inspiration day with her family to explore Frameless in London—an immersive, multi-sensory journey of art free from borders. Here’s how her day went.
“Immersive experiences are the gold standard for brands looking to engage and inspire, creating lasting connections. Retail spaces are embracing this fusion of art, technology, and storytelling to craft unforgettable interactions.”
Jasmir Bains, Marketing Director, TCC
I took an Inspiration Day with my family to explore ‘Frameless’ in London – an immersive, multi-sensory journey of art, free from borders. While myself and my eldest, Adam, are art lovers, I had 2 primary schoolers to convert – hoping that the interactivity and play on latest tech would help bring art to life for them. Enter four stunning galleries, each offering a unique perspective on art, brought to life through music, movement, and some clever tech.
Beyond reality
The adventure began in Beyond Reality, where you enter the surreal. Here, iconic works of art are reimagined, twisting and morphing into seemingly impossible ways. The largest of the galleries set the scene for movement and music, adding drama and intrigue to the fairytale magic of the art. Using wide open spaces and mirrored floors and panels gave a theatrical yet mystical appeal. From Dalí’s iconic melting clocks ‘The Persistence of Memory’—through to Bosch’s ‘The Garden of Earthly Delights’ dreamlike landscapes, it’s a playground for the imagination, with the tech cleverly filling in dynamism and movement creating a multi-dimensional experience. From magic to horror, Munch’s ‘The Scream’ had the children enthralled, with the images moving across the floors and walls.
This gallery taps into a nostalgia for the surreal, urging you to think beyond the boundaries of the real world, questioning & challenging previous interpretations of art and tapping into that timeless wow factor.
Colour in motion
Next, we stepped into the vibrant world of Colour in Motion. Here, colours react to movement and invite you to interact with the artwork itself—a real hit with the kids! (Yes, we had to visit this gallery a second time!) It’s a bold, lively space illustrating the impact of a dynamic environment that instantly energises. This gallery represents a first-hand opportunity to engage with creativity. Children and toddlers had fun sliding across the images on the floor to see them move around them.
Here, the impressionist strokes of Vincent van Gogh’s ‘Starry Night over the Rhone’ swirl across the walls, with every brushstroke coming to life. The gallery is a tribute to the masters of colour, with Monet’s ethereal ‘Waterlily Pond’ series a key focus. We were truly mesmerised, as though we teleported straight to the famous pond at Giverny! The changing view of the waterlily pond made me think about the therapeutic outlet of nature & simplicity, providing Monet’s endless inspiration, fuelling him to capture the play of light and movement on water through seasons during his declining health.
The dynamic motion of these works, along with interaction with the space, brings out the raw emotion that colours evoke, and makes you feel like you’ve dived straight into the paintings. The nostalgia of these timeless pieces reminds us of how colour and movement can transform any space into a living, breathing entity.
The world around us
In The World Around Us, we were transported across centuries and continents, journeying from the serene landscapes of Turner to the bustling energy of Canaletto’s Venice. Turner’s expressive skies, especially in works like ‘The Fighting Temeraire’, give a sense of nature’s ultimate power and beauty, while his paintings of Venice surround you so completely, you could be in the City of Water! There was a clever transition here of taking you seamlessly from Grimshaw’s ‘Reflection on the Thames, Westminster’ to Canaletto’s ‘Grand Canal’ – from London to Venice, albeit centuries ago.
From images of sweeping seas and natural disasters creating drama such as Rembrandt’s ‘Storm on the Sea of Galilee’ and Wright’s volcano eruption over the Bay of Naples, we are reminded of the larger forces of life we are at the mercy of. Spliced with the simplicity of beauty in Van Gogh’s ‘Almond Blossom’ & ‘The Starry Night’, the gallery offers a timeless window into the world we all share. It’s a reminder of how the environments we create—whether digital, physical, or phygital—can transport, engage, and inspire an audience.
The art of abstraction
Finally, we entered The Art of Abstraction, home of modernist art forms presented in a dark, multi-panelled gallery to add drama and intrigue. Kandinsky’s pioneering abstract forms and colours from pieces like ‘Composition VIII’ swirl and shift, creating a space where emotion and structure collide. Mondrian’s minimalist gridlines in works such as ‘Composition with Red, Blue, and Yellow’ feel unexpectedly dynamic, proving that simplicity can evoke profound emotion. This gallery demonstrates the power of abstract design to evoke emotions and tell stories without needing words. For me, it highlighted the importance of subtlety in branding—how simple forms and patterns can create deep connections with the audience, leaving lasting impressions.
Modernism paved the way for contemporary art, inspiring future generations to keep pushing creative boundaries and expanding the definition of what can be considered art. It was interesting to end the experience with a more current feel, reflecting on how modern art’s influence continues today. My son, Adam, reminded me of his own creation, an abstract art project that he visualised during lockdown in 2020, which sparked his first real interest in exploring art.
By the end of the experience, I felt I had been on my own personal journey through the thematic galleries and had expanded my wonder of art through a multi-sensory experience that amplified art’s impact and meaning.
Frameless is much more than a visual experience; it’s a sensory journey that invites you to think, feel, and engage. This mirrors what we aim to create at TCC—whether in the retail space, property marketing, or Fintech digital activations. By embracing the interactive and immersive, we’re always seeking new ways to connect through creativity, pushing boundaries and delivering creative marketing campaigns that are memorable and meaningful.
If you’re in need of fresh inspiration or looking to reimagine your own brand and marketing experiences, Frameless is a must-see. It’s a reminder of the magic that happens when art, technology, and human connection come together.
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