Client: Frameless
Nearly half of young people aged 13-25 had not visited a gallery in the past year. 26% found them intimidating. 30% struggled to relate the art to their own lives. FRAMELESS set out to change that. By partnering with the Mayor of London's Violence Reduction Unit and enlisting George the Poet as creative co-ordinator, FRAMELESS handed creative control to the people traditional arts institutions have consistently failed to reach. Members of the VRU's Young People's Action Group explored the galleries, created spoken word responses to the artworks, recorded at Soho Radio, and performed live alongside George at FRAMELESS. The campaign landed at a pivotal cultural moment, following the Government's announcement of a new Bill to expand high-quality arts education. It generated national coverage, broadcast placements and social reach that consistently framed FRAMELESS not as an exhibition space, but as a platform for contemporary cultural expression. It shifted FRAMELESS from a place people visit to a platform people participate in. It made inclusivity tangible. And it turned access into authorship.
