An exciting, immersive art venue is opening up just across the river, and it promises to be a whole world away from the traditional art galleries we are used to.
There’s a huge appetite for immersive art experiences in London – and a growing number of bespoke galleries are popping up to deliver just that. Many of these art rooms are dedicated to creating giant projections of the works of some of the most famous artists in the world: Dalí, Van Gogh, Hockney and Klimt are just some of the painters who have been given the immersive treatment. Now a major new exhibition space, Illusionaries, is opening in Canary Wharf, promising to offer a rotation of large-scale, multi-sensory art shows – only this one is a little bit different.
Described somewhat grandly as a ‘multisensory art odyssey’, the USP at Illusionaries is that the artworks are bespoke and created for the space by contemporary, digital-first artists. The opening show, Memories of a Dead Poet, is a 40-minute immersive ‘journey’ conceived by artist Arash Irandoust.
Ahead of its launch on June 27, Holly O’Mahony speaks to Salar Nouri, Creative Director and Co-Founder of Illusionaries, to find out more…
There’s a growing trend for immersive art experiences in London. What sets Illusionaries apart from these existing shows?
Today, it’s not uncommon to see the works of renowned artists digitally reimagined, infused with subtle movements and showcased in large, immersive displays. The allure of these celebrated names undoubtedly attracts a wide audience.
Our belief is that digital art – which offers such a powerful means of engaging with imagery – warrants unique content specially designed for this immersive platform.
Illusionaries champions creating carefully crafted experiences with an immersive purpose rather than merely adapting existing paintings, originally intended for canvas, to suit our platform.
Illusionaries presents itself as the first ‘story-led’ digital art experience. Can you tell us more about this?
While digital adaptations may breathe life into classic art pieces, we’ve observed that they rarely introduce a new narrative. At Illusionaries, storytelling is a crucial element of our exhibitions and the public can experience this with our debut exhibition, Memories of a Dead Poet.
How did the idea for Illusionaries come about?
The inspiration behind Illusionaries springs from our ambition to craft an extraordinary journey through the realm of digital art. Our immersive, multi-sensory exhibition blends storytelling, evocative imagery, sound and movement in novel and breathtaking ways. As visitors move beyond the ordinary, they are enveloped in thought-provoking imagery that challenges their perceptions and stimulates dialogue with their inner selves.
Tell us about your opening exhibition, Arash Irandoust’s Memories of a Dead Poet.
Each component of this hypnotic exhibition, from conceptualisation to execution, has been intricately curated with different stories for audiences to unravel.
Arash is an unconventional artist and storyteller who approaches art from a philosophical perspective. Drawing from a diverse range of experiences, including a period spent as a monk and the creation of video installations in natural settings,
Arash skillfully crafts stories that blend the inner and outer worlds, thereby recognising that art is a deeply individual experience.
The experience plays out over a 40-minute journey. What sorts of emotions do you hope visitors encounter along the way?
Our exhibit offers audiences the chance to question, discover and seek out the truth in a spectacle where elements of light, sound and movement combine in ways they might not have encountered before.
Visitors are the artists of their own experience, set to experience personal interpretations and emotions. The voyage through our exhibition is personal, filled with moments of surprise, contemplation, joy, introspection, and even awe.
It’s your journey to shape, and we’re eager to witness the multitude of unique stories that will undoubtedly unfold from it.
Besides sight, which senses does the experience interact with?
Sound is a critical component of our exhibits. Using Dolby Atmos technology, we’ve created a soundscape that breathes life into the stories and art, surrounding you with a 3D audio environment that enhances your feeling of immersion.
We’ve also added elements that go beyond the visual and auditory, with surprise walk-through experiences adding layers to your sensory journey.
Tell us about the venue the experience is hosted in. How did you go about finding the right space for such an ambitious project?
Selecting the right venue for Illusionaries was essential. We wanted a space that resonated with our vision and offered our visitors an intimate experience while allowing them to immerse themselves in the exhibition fully.
The environment had to serve as a perfect backdrop to our narrative-driven, immersive art displays. With its easy accessibility and proximity to Canary Wharf Station – a two-minute walk – our chosen venue at Crossrail Place helps us ensure that visitors can conveniently access this experience.
Lastly, in your opinion, what do immersive art shows like Illusionaries offer visitors that conventional exhibitions perhaps don’t?
Unlike traditional exhibitions where art is often viewed in a crowded, impersonal setting, we have designed the space to be welcoming and inclusive, allowing each visitor the time and mental space to fully engage with the art and the emotions it evokes.
Furthermore, our audiences are not merely spectators: they actively participate in the narrative, deriving their own meanings and interpretations. This offers an element of freedom and personal relevance that can sometimes elude traditional art exhibitions.
Illusionaries, Crossrail Place, London E14 5AR. June 27 – September 24, 11am – 10:40pm.
Admission: £27 – £38.
