How Immersive Digital Art is Transforming Urban Spaces: Inside FLOW, Thereafter at Outernet
As audiences increasingly seek experiences that blur the boundaries between art, technology, and entertainment, Outernet London continues to redefine what’s possible for cultural storytelling in physical spaces.
On 16 October 2025, Outernet’s Now Building, already the UK’s most visited cultural attraction launched FLOW, Thereafter, a groundbreaking immersive experience that brings contemporary art to life on one of the world’s most advanced digital canvases.
The Next Chapter in Immersive Storytelling
Created by South Korean design firm D’strict, FLOW, Thereafter is the sequel to FLOW, a digital media performance that captivated audiences in early 2024 by translating the history of Western art into an evolving, four-storey-high visual symphony.
The new chapter invites visitors to explore the subjectivity of art itself through the movement of giant, expressive figures, transforming the familiar Outernet space into a living, breathing reflection on creativity and perception.
Alexandra Payne, Outernet’s Director of Creative and Content Studio said:
“‘FLOW’ captivated audiences when it premiered at Outernet in 2024, and we’re delighted to once again collaborate with D’strict to bring its spectacular sequel, ‘FLOW, Thereafter’, to our screens. D’strict are true visionaries, and this new work playfully reimagines contemporary art through larger-than-life characters and breathtaking visuals.”
A New Model for Public Art and Engagement
For B2B partners, from media agencies to cultural institutions, FLOW, Thereafter underscores how digital environments like Outernet’s Now Building are redefining audience engagement in public spaces. The show is free to visit, located just steps away from Tottenham Court Road Station, and attracts a diverse cross-section of visitors: tourists, commuters, and Londoners alike.
The result is an open-access, high-footfall venue where brands, creators, and artists can collaborate to produce world-class experiences, merging storytelling, art, and technology in a way that’s both democratic and data-rich.
Why It Matters for the Creative Economy
Experiences like FLOW, Thereafter are part of a broader shift in how cultural and commercial players think about immersive media ecosystems.
For Outernet, this is about creating a platform for creative collaboration. One that bridges global artists, brands, and audiences through cutting-edge technology and accessible, public art.
As Payne concludes:
“Whether you’re a tourist, commuter, art enthusiast, or simply captivated by creativity, we know audiences of all ages will be mesmerised by this extraordinary experience.”