19th Century Japanese artist takes over the Outernet

Hiroshige Experience at Outernet, in partnership with the British Museum - (Press handout)

Trips to Tottenham Court Road are about to be improved a thousand-fold with a new collaboration between Outernet London and the British Museum. Taking place at the Now Building, it will bring the astonishing work of legendary Japanese artist Utagawa Hiroshige to the huge Outernet screens, combining ground-breaking work of 19th Century Japan to a ground-breaking digital installation in 2025 London.

The collaboration is an animated reimagining of a print from Hiroshige’s Famous Places in Japan series (1832), titled Ferry on the Fuji River, Suruga Province . The immersive installation will transform Hiroshige’s serene landscape into an enveloping digital experience across Outernet’s 16K wraparound screens.

Ferry on the Fuji River, Suruga Province from Famous Places in Japan (The Trustees of the British Museum)

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, which takes visitors on a journey through the landscapes and cityscapes of Edo-period Japan. Now Hiroshige’s vision will be transformed into a dynamic 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.

Hiroshige Experience at Outernet, in partnership with the British Museum (Press handout)

Nicholas Cullinan, Director of the British Museum says, “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.”

The experience will be live at Outernet London for the duration of the Hiroshige exhibition at the British Museum, running until 07 September 2025 and featured once every 1-2 hours in the Now Building, just off Tottenham Court Road.

Hiroshige: artist of the open road is running at the Joseph Hotung Great Court Gallery at the British Museum.

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