Cinesite Launches Immersive Division

Cinesite Launches Immersive Division and Strikes First Look Production Deal Wth Frameless Creative

Cinesite has entered into a long-term partnership with Frameless Creative, the company behind the UK’s largest and London’s first permanent multi-sensory art experience.

Rembrandt seascape

Cinesite has entered into a long-term partnership with Frameless Creative, the company behind the UK’s largest and London’s first permanent multi-sensory art experience. This coincides with the launch of an immersive division, alongside its existing VFX and animation service offering.

​​Following months of collaboration, two stunning artworks have been meticulously brought to life by world class visual effects artists for the first-time, enabling visitors to fully immerse themselves in the essence of the masterpieces.

The first piece to be added to the Frameless experience since launch last year, is a Rembrandt seascape, which can now be seen in Frameless’ largest gallery The World Around Us. Creating convincing real-world FX was vital to convey the power of the storm. Simulation techniques were used to create controllable open water – wave height, frequency, fine spray and run off.  Haze passes were added to backlight the water and spray.

It was essential while doing that to respect and preserve the integrity of the original work of art. It was far more than just a case of extending the environment. The team needed to extend the power, drama and spirit of the original, its nuances, lighting, mood and intent.

Cinesite London is proud to be joining forces with Frameless and we look forward to working with the team on many more artworks. With the immersive entertainment industry valued at more than £45.7 billion in 2020 and growing rapidly Cinesite is expertly positioned to work with creative IP owners and brands to elevate the impact of their imagined worlds.

Joce Capper, General Manager at Cinesite London

The second masterpiece is Monet’s Boat on the Seine near Jeufosse. Animators and FX artists enabled the 19th century impressionist masterpiece to live and breathe. From the rippling water and the paddling of the oars, to the light shimmering on the water and butterflies fluttering across the meadows, the team was committed to bringing to life the serene scene from the Seine as if the artist was there.

As one of Monet’s lesser known pieces this artwork has always been for me a really underrated piece, and one that has rarely been spoken about, so we knew we’d be introducing many of our visitors to it for the first time. We’ve been obsessing about retaining the nuances of the original from the serenity of the landscape to the incredible lighting effect that Monet achieved with his brushstrokes, all working together to provide a rare moment of reflection in an often-chaotic world. Front of mind throughout the creative process has been imagining just what Monet was thinking when he created this masterpiece and how he wanted the work to make people feel.

Ryan Atwood, Creative Director at Frameless

Working with Cinesite gives us the opportunity to take Frameless London to the next level, working with world-class masters of effects and plugging them into our space. This process has been about exploring how we can harness the film experience of the team to enhance our overall storytelling capabilities and the level of detail and effects in the artworks, really investing in the emotional connection our visitors can have with the work. The results are spectacular and this is just the start of what is an extremely exciting phase for Frameless, enabling us to take Hollywood style effects into the world of art.

Richard Relton, Creative CEO at Frameless

Cinesite is in discussions with other creative IP owners and brands to elevate the impact of their imagined worlds. Projects will span virtual, physical and mixed realities, location-based entertainment and theme park rides and attractions.