Cromwell Place

Virtual Reality Exhibition

Cromwell Place is an organization that offers exhibitions and working space in the heart of London’s Museum District. The membership to this organization is open to collectors, art professionals, international galleries, advisers and dealers. 

Located in a Victorian townhouse in South Kensington, this complex was refurbished preserving many of the original features from the 19th-century. Maintaining the personality and the integrity of the original rooms, these features have been integrated with modern architecture and state of the art facilities. Cromwell Place, therefore, appears to consist of unique spaces rich in personality able to satisfy the requests of the various members of the organization.

The most relevant aspect of these spaces is to encourage creativity and support art. 

To celebrate the start of the construction, Ikonospace was commissioned to create a Virtual Reality exhibition of the famous artist Norman Seeff in October 2017 (read about our first project with this artist here). The event took place during the Freize Art Fair, one of the biggest art fairs in London. The virtual exhibition transports the audience into the yet unfinished Pavillion gallery, set to open late 2019. For the first time, visitors could experience and walk around an exhibition before the first stone of the gallery was even laid. It also proved to be an eye-opening experience for the architects of the project that could be inside their creation at scale and have a feel for space. This even led to them making minor adjustments to their design.

Cromwell Place offers 14 different spaces for exhibitions and viewing rooms. It is the brainchild of John Martin, the owner of the John Martin Gallery in Mayfair since 1992 and co-founder and Fair Director of Art Dubai until 2009. 

This organization is cultivating an essential and cultural community surrounded by marvelous structures capable of giving greater importance to its membership’s art. A sort of Chinese box system, art that contains other forms of art to enhance the exhibitions shown to the visitors day by day. 

Service provided:

  • Consultancy and project management
  • Architectural 3D design
  • Experience design
  • 3D creation
  • Virtual Reality development
  • On-site design and installation