LONDON.- The British Museum and Outernet London announced a landmark partnership that brings the timeless work of Japanese artist Utagawa Hiroshige to the fore through an innovative, digital installation.


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The pioneering collaboration between two of London's major cultural attractions will present an exclusive, animated reimagining of a print from Hiroshige's Famous Places in Japan series (1832). This immersive installation created using state-of-the-art technology, will transform Hiroshige's serene landscape into a large-scale digital experience across Outernet's world-leading 16K wraparound screens.

The installation coincides with the recent opening of the Museum's major new exhibition, Hiroshige: artist of the open road which celebrates the magisterial artistry and legacy of Hiroshige, inviting visitors to journey through the landscapes and cityscapes of Edo-period Japan. In collaboration with Outernet, Hiroshige's vision will be transformed into a dynamic, immersive experience that brings his world to life for an even broader audience.

Premiering to the public today, the installation is free to visit at Outernet London's flagship Now Building, offering a unique opportunity for everyone to experience Hiroshige's artistic vision of Japan in an entirely new way, combining historic artistry with cutting-edge innovation.

Together, the British Museum and Outernet London are forging new ground in how audiences engage with global culture, history and art, blending the traditional with the immersive to captivate both new and returning audiences.
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Nicholas Cullinan, Director of the British Museum, said: 'Our new partnership with Outernet represents another exciting chapter in how we can share art and culture beyond the Museum's walls. By combining Hiroshige's exquisite 19th-century prints with 21st-century technology, we're able to offer audiences a completely new way to experience his work that is immersive, accessible and deeply moving. It's a powerful reminder of how art can transcend time, space and format.'

Scott Neal, Creative Director Culture and Lifestyle at Outernet, said: 'I am incredibly proud to have led the partnership between Outernet and the British Museum, this is a bold step into the future of cultural storytelling. By bringing Hiroshige's masterful work to life using our world-leading immersive technology, we're not only honouring the beauty of his craft and talent – we're reimagining how audiences engage with it today. Together, we are offering a new way to experience culture in the heart of central London.'

Outernet London

The experience will be live at Outernet London for the duration of the exhibition, running until 7 September 2025 and featured once every 1–2 hours in the Now Building, situated off Tottenham Court Road.

The Outernet content is based on Hiroshige's print Ferry on the Fuji River, Suruga Province from Famous Places in Japan (1832) from the British Museum collection.

Since launching in November 2022, Outernet has championed talent across the arts all for free in the heart of London. Just two years since opening it's one of the most visited cultural attractions in the UK with footfall of over 70 million per annum.

Outernet is the most advanced immersive space in the world, featuring 23,000 square feet of floor-to-ceiling, 360-degree, wraparound 16K screens in the flagship space the Now Building. The Now Building is joined by several smaller spaces featuring the same world-leading screens. Outernet uses game-changing captivating technology to create new experiences for music, arts, culture and creators.



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