This autumn, award-winning cultural initiative Art of London will bring a burst of Mediterranean sunshine, colour and creativity to London’s West End with the launch of Step Into the French Riviera, a free immersive public art experience in partnership with the Royal Academy of Arts and inspired by its forthcoming exhibition, Painting the French Riviera.
Launching across Piccadilly, Jermyn St and Mayfair in October, three artworks from the exhibition will be transformed into larger-than-life installations, inviting city-goers to step inside the frame, snap their own Riviera moment, and explore both the paintings and the heart of London in a whole new way.
Combining colour, sound and scent, the trail takes visitors on a sensory journey from the vibrant coastal scenes of Raoul Dufy and André Derain to an immersive world inspired by Yves Klein’s International Klein Blue, one of the most defining artistic signatures of the twentieth century.
Running throughout October, Step Into the French Riviera comes as new research from the Art Fundi shows that even short encounters with art can support wellbeing and reduce stress, making it the perfect cultural escape for Londoners looking to brighten the season.
The experience will extend beyond the installations as a gateway to a wider riviera-inspired programme of culture, dining, shopping and discovery across the West End.
Kirsty Tullett-Jones, Director Marketing & Communications at Art of London, said: “We’re thrilled to be partnering with the Royal Academy of Arts to bring artworks from Painting the French Riviera out onto the streets, giving people a completely new way to encounter the art before discovering the exhibition for themselves. We hope that journey continues across the West End, encouraging people to explore more of its culture, dining and experiences.”
Ann Dumas, Curator at the Royal Academy of Arts, said: “The artists featured in our exhibition were inspired by the French Riviera’s light, colour and creative spirit, producing works that continue to captivate audiences today. Evoking the magic of the place, these paintings are perfectly suited to life beyond the gallery walls. We’re delighted that visitors will be able to step inside these iconic scenes, experiencing the artworks in a fresh and immersive way before discovering the originals at the Royal Academy.”
Step Into the French Riviera forms part of Art of London’s ongoing commitment to bringing culture beyond gallery walls and celebrating the arts, entertainment and experiences that make the West End one of London’s most exciting destinations.
Created by Heart of London Business Alliance, Art of London is the award-winning initiative championing the West End’s leading cultural institutions, including the Royal Academy of Arts.
