To celebrate its 25th anniversary, the Lowry, the leading North West arts and culture institution, has launched its brand-new, free, immersive experience of L.S. Lowry’s painting ‘Going to the Match,’ showing crowds streaming into a football match on a Saturday afternoon.
It is a powerful journey into the world of football, community, and culture – themes that reflect both L.S. Lowry’s art and everyday life in Salford.
Developed with world-renowned creative studio Layers of Reality, LOWRY 360 surrounds audiences with the sights and sounds of Going to the Match, transporting them into the painting before they can experience the original painting firsthand immediately after.
The six-minute audio-visual experience uses super-high resolution animation and features an evocative narration from Bolton’s BAFTA-winning writer and performer Sophie Willan, who has strong links with the Lowry having been supported by the organisation’s Artist Development Programme early in her career.
Immersive experiences are a powerful way to introduce new audiences to the arts, but their cost can often be a barrier. To celebrate its anniversary, Lowry is making LOWRY 360 completely free, as are the rest of the galleries.
Julia Fawcett, chief executive of Lowry said: “The reaction to LOWRY 360 since it was launched has been wonderful, with visitors responding with real emotion and joy to the experience of being transported into Going to the Match and then being able to view the real painting afterwards.
“This is one of the most ambitious and exciting projects we have ever undertaken. Working in partnership with the brilliant Layers of Reality we have transformed our gallery space, bringing to life an unforgettable experience that we hope will encourage new audiences to discover L.S. Lowry’s work as well as delighting those already familiar with our collection.
“When we acquired Going to the Match in 2022, our goal was to keep it on public view and free to access. Now, through this immersive experience, we can share this remarkable and iconic painting with even more people. And to open up the arts to as many people as possible, we’re making this experience completely free – a special gift to audiences in our 25th year, ensuring everyone can take part and be inspired.”
This ambitious and exciting new experience has been made possible thanks to incredible support from The Law Family Charitable Foundation.
The 25th anniversary programme features world-class shows and exhibitions to fill Lowry’s theatres and galleries, bring in families and offer an opportunity to reflect on the importance of art and community.
Other highlights include a free exhibition of Quentin Blake’s illustrations, featuring his most beloved characters and featuring a special portrait of L.S. Lowry drawn by Quentin Blake, the regional premiere in May of James Graham’s Olivier Award winning play, Dear England, with a rewritten ending following the European Championships in 2024 and an ambitious newly-commissioned large-scale artwork by Camille Walala on the Galleries Promenade.
