Lowry’s most iconic painting becomes a thrilling immersive experience

It’s a crisp match day in Salford. The streets are bustling, figures in flat caps and long coats move purposefully toward the stadium. The air hums with excitement, chatter, and the distant roar of a crowd.

But this isn’t just a memory or a painting on a gallery wall—this is LOWRY 360, and you are right in the middle of it.

To celebrate its 25th anniversary, LOWRY is doing something truly extraordinary. In a first-of-its-kind immersive experience, L.S. Lowry’s famous painting “Going to the Match” is coming to life like never before.

LOWRY 360

Thanks to a groundbreaking collaboration with world-renowned creative studio Layers of Reality, visitors will step into the very world Lowry painted—where industrial streets echo with the sounds of eager football fans and the anticipation of the big game is electric.

“This is one of the most ambitious and exciting projects we have ever undertaken,” said Julia Fawcett, Chief Executive of LOWRY. “We’re transforming our gallery space in partnership with a world-class creative studio to create an unforgettable experience that will bring new audiences to L.S. Lowry’s work. We can’t thank Andrew Law enough for helping us realise this vision.”

A birthday gift like no other

Immersive art experiences have taken the world by storm—but often at a price. For its milestone year, LOWRY is making LOWRY 360 completely free, ensuring that everyone, from lifelong art lovers to first-time visitors, can take part.

“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,” Julia continued.

“When we acquired Going to the Match, 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.”

The experience will launch on Saturday, May 3rd, offering audiences an unforgettable journey through the world of football, community, and culture—key themes that defined both L.S. Lowry’s art and the heart of Salford.

A year of spectacular events at LOWRY

LOWRY 360 is just one highlight in a bold and ambitious programme marking LOWRY’s 25th year. From Jeanette Winterson’s reflections on L.S. Lowry’s social commentary to a dazzling Quentin Blake exhibition, the celebrations promise something for everyone.

A standout production is Gods of Salford, a reimagining of Greek myths through the lens of Salford’s working-class spirit. Created by award-winning Not Too Tame Theatre, the production features 25 young talents from Salford—many of whom have faced significant hardship—offering them a life-changing opportunity to develop skills and break into the arts industry.

“Lowry is deeply committed to reaching out into the local community,” Fawcett adds. “Gods of Salford takes this to a new level, combining social impact with the creation of an ambitious, challenging, and professional production. It will foster new skills, create pathways into the arts for disadvantaged young people—and sell tickets!”

Looking to the future

Since opening its doors in 2000, LOWRY has become Manchester’s most visited attraction and the beating cultural heart of a city reborn.

“Over the past 25 years, Lowry has been on a remarkable journey,” said Julia.

“An ambitious plan to create a new home for arts and culture in the North West at the turn of the millennium is today the most visited attraction in Manchester and the cultural heart of one of Europe’s most successful regeneration projects.

“We are marking the moment with a spectacular programme that showcases the very best art and theatre. 2025 promises to be Lowry’s biggest and best year as we set our sights on the next 25.”

So, whether you’re an art lover, a football fanatic, or just someone looking for an unforgettable experience, step inside the frame with LOWRY 360—and celebrate 25 years of LOWRY in style.

You can find out more about what’s happening at LOWRY by clicking here