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At The Marketing Leadership Hub, we’re always on the lookout for innovative experiences that inspire our community of marketing leaders. 

With this in mind, we’re thrilled to introduce you to Frameless, a game-changer in the world of immersive digital arts. Located in the heart of London, Frameless offers a unique fusion of culture, technology, and entertainment that’s disrupting the industry and capturing the imaginations of audiences. Dive into their case study to explore how Frameless is crafting an unprecedented, immersive experience and what lessons marketers can take from their revolutionary approach.

About New Balance

New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. Manufactured in the U.S. for more than 75 years and representing a limited portion of our U.S. sales, New Balance MADE U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs 8,000 associates around the globe, and in 2022 reported worldwide sales of $5.3 billion. To learn more about New Balance, please visit and for the latest press information please visit

The Brief

As the Official Footwear and Apparel Partner of the 2023 TCS London Marathon New Balance engaged UK-based PR company, Gung Ho, to find a boundary-breaking venue for an event to celebrate its sponsorship. The objective was to provide an unforgettable experience for the global New Balance team, celebrate six run clubs and runners from across the country who featured in the 2023 ‘Run Your Way’ marathon campaign and entertain press, content creators and industry figures.

Multi-award-winning Frameless is London’s first permanent immersive art experience which provided the perfect backdrop for delivering this vision with its unique tech capability to transform itself into a New Balance world for the evening. Centrally located near Marble Arch and with four versatile gallery spaces, the venue, which is normally open to the public, was reimagined to suit the brief from New Balance.


The stated objectives were:

  • Deliver an unforgettable event within the two-month planning window.
  • Utilise Frameless’ art and audio-visual capabilities to create a New Balance brand experience that was unique, innovative and immersive.


On the night, guests entered the world of New Balance, including a lounge that visually charted the brand’s rich heritage by displaying a timeline of its lineage and displaying unique sneakers in glass display cases. Other galleries screened a multitude of graphics showing runners which dissolved into red and gold dots as a backdrop for a DJ and cocktail bar and enormous gauze screens became the stunning screens onto which the community-focused run clubs from London, Liverpool, Manchester, Birmingham and Edinburgh were projected.

The highlight involved the largest gallery re-imagined as a gig venue, facilitating an opening 30-minute set by one of the biggest British musical talents this decade, Loyle Carner with 486k Instagram followers and nominated for 3 Brit awards. This further amplified the social media presence of the event across various platforms.

Experience & Challenges

  • Four galleries – With four galleries to choose from, the breadth of Frameless’ capabilities offered almost too much choice, and the learning followed that less is more. The Frameless AV team worked closely with Gung Ho Creative Studios to simplify output without impacting on the quality whilst delivering within the desired time frame.
  • Testing – In the planning phase, over a series of early mornings, the content was uploaded, tested and viewed by all the relevant parties to ensure that it was tried, tested, and delivered to a flawless standard on the day.
  • Defined themes for each gallery – The four galleries each had a specific use for the event; from a chill-out zone to a DJ set surrounded by the brand’s Run Crew graphics and another for a live performance. These elements dictated the content, music, lighting and dressing of the space.
  • Live performance needs – The need for rehearsals and build time for the live performance stage was a challenge as Frameless remained open to the public until the beginning of the hire period.  The solution was to keep the performance space closed during the early part of the event and utilise its sound proofing capability to do the necessary build and rehearsals, opening later on.
  • Supplier support – With so many suppliers involved, a strict delivery schedule was drawn up to ensure access was granted to those who needed a long set-up time. On site storage was also facilitated in other parts of the building to ease congestion in the lifts and surrounding local roads. Catering partner Rhubarb made their deliveries the day before rather than on the day to help.  Each shaved off minutes from the overall get-in time which collectively made for a smoother production build.


Working with Frameless on this large-scale brand event was a pleasure and truly demonstrated the collaborative set-up of the venue and their bespoke events team. From initial conversations, the passion and expertise of the Frameless team was clear to see - they were able to offer everything from high-level technical support for content installation to solution-driven problem-solving around production and the integration of a last-minute live music performance.

The venue itself was a wholly immersive experience, from the entrance and foyer to the bespoke offering of each gallery space. We were able to work in partnership with Frameless and their accredited suppliers to bring each gallery to life with branded content and set dressing - creating experiential visuals that inspired relaxation, intrigue, excitement and entertainment across all four spaces. On the night, the Frameless staff were extremely helpful - ensuring that all guests were comfortable throughout and entrance and exit were flawless.

A Unique Approach

Frameless continues to offer brands the opportunity to immerse their guests in narrative, storytelling through cutting edge technology. Its four galleries, each unique, can be used to deliver a brand message or just entertain.  Their award winning inhouse team works closely with clients who trust them to deliver their vision.  To find out more, they can be contacted at