Frameless Launches New Art Initiative

New research from Frameless revealed that one in three UK parents have never taken their child to an art gallery. Actor Russell Tovey is therefore looking for five new youth advisors to join the creative team and encourage children to visit art galleries.

Research from the study showed that parents choose not to take their child to a gallery because their child would rather watch television (56%) or talk to friends on social media or on the phone (35%).

Van Gogh exhibition

For those who have visited a gallery, 49% leave earlier than planned because of restlessness and 26% see their child lose interest within 30 minutes.

To change this, Frameless aim to inspire a generation of art enthusiasts. Children are invited to explore the artwork featured in the Marble Arch galleries in the summer holidays. The five new youth advisors will form a council where they can share their opinions, attend previews and access behind the scenes creatives. 

Russell Tovey, arts podcast host and actor, says: ‘Children today are growing up in a world where the digital is king, and making sure that the visual arts remain relevant, and inspiring is supremely important. Creating new experiences and engaging children through experiences that they understand is crucial.’

Actor Russell Tovey views new immersive masterpieces at Frameless for the first time with school children from Ark Franklin Primary Academy

The new initiative will encourage children to immerse themselves in art by taking part in tours and using the teaching resources available to them.

Rosie O’Connor, Frameless Art Curator, says: ‘We’re delighted to put children front and centre this summer and are excited for them to have their say and help us stay relevant in an ever-changing world.’

Kids exploring the gallery

This summer, Frameless are also relaunching one of their main galleries, ‘The World Around Us’. The gallery will reopen with new artwork, combining music, art, animation and technology to create the ultimate immersive experience.

Other artworks available to view include those by Hokusai and Van Gogh.