The French Riviera has arrived in London, as Art of London today launches Step Into the French Riviera – a free immersive public art experience bringing the sunshine, colour and creative spirit of the Mediterranean to the streets of the West End.
Created by Art of London in partnership with the Royal Academy of Arts, the experience will invite visitors to step inside larger-than-life artworks inspired by masterpieces from the Royal Academy’s Painting the French Riviera exhibition. Combining colour, sound and scent, the installations bring art beyond gallery walls, while encouraging visitors to explore the West End’s rich and varied cultural offer.
The first installation launches today at Piccadilly Circus, with two further installations set to pop up across the West End this month. Visitors can also scan a QR code at each installation to unlock an exclusive French Riviera-inspired playlist curated by broadcaster and Honorary Trustee of the Royal Academy of Arts, Clara Amfo, creating a soundtrack to their journey through the Riviera.
André Derain, View of Collioure (detail), c. 1905. Oil on canvas.
Credit: Royal Academy of Arts
At Piccadilly Circus, visitors can step into a vivid interpretation of André Derain’s View of Collioure, brought to life through sun-warmed scents and the sounds of the French coast at dusk. Two further installations, inspired by Yves Klein’s iconic International Klein Blue and Raoul Dufy’s Golfe Juan, will be unveiled soon.
Clara Amfo said:
“I’ve always loved how different practices of visual art and music can intersect to transport a person. Step Into the French Riviera brings the art, atmosphere and spirit of the French Riviera, celebrated at the Royal Academy of Arts, right into the heart of London’s West End.
I really enjoyed curating a mini playlist to accompany that feeling of escape, and I hope people can take a moment to explore the experience and enjoy switching off and soaking up a taste of the Riviera.”
For those not quite ready to say goodbye to summer sunshine, Step Into the French Riviera offers a moment of cultural escapism, drawing on insights from Art Fund highlighting how even brief encounters with art can support wellbeing and reduce stress.
The Riviera theme continues across the West End, with participating businesses offering food, drink and cultural experiences inspired by the south of France. Highlights include Riviera-inspired cocktails, special dining offers and Royal Academy exhibition packages at Sofitel London St James, The May Fair and Archive & Myth.
Kirsty Tullett-Jones, Director of Marketing & Communications at Art of London, said:
“This autumn, we wanted to bring a little of the French Riviera’s colour, creativity and sense of escape to London, while giving people a new reason to explore the West End. Working with the Royal Academy has allowed us to reimagine these incredible works in a way that feels playful, unexpected and accessible, while Clara Amfo was a natural partner, bringing her passion for art and music to create a soundtrack that adds another dimension to the experience.”
Ann Dumas, Curator at the Royal Academy of Arts, said:
“The artists featured in Painting the French Riviera were drawn to the region’s extraordinary light, colour and atmosphere, and those qualities have inspired generations of artists. We’re excited to see that spirit brought to life in the West End, offering audiences a new way to connect with these works before discovering the original paintings at the Royal Academy.”
Step Into the French Riviera forms part of Art of London’s ongoing commitment to 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.
Further details, including special offers from participating businesses, are available atartoflondon.co.uk/stepinto.
