Newcastle United Unveils First-Ever Immersive Art Installation in Collaboration with Local Creatives
In an unprecedented fusion of sport and contemporary art, Newcastle United has partnered with renowned Geordie artists Jimmy Turrell and Ewen Spencer to launch its first-ever immersive installation - Road to Wembley - celebrating the club’s historic first domestic cup win in 70 years.
Housed on Level 1 gallery of the Baltic Centre for Contemporary Art, the exhibition runs from 22–25 August, inviting art lovers, football fans, and cultural explorers alike to experience the emotion, energy, and euphoria of a city united through victory.
A COLLABORATIVE CELEBRATION OF COMMUNITY AND CULTURE
Produced by culture and storytelling studio VERSUS, Road to Wembley is a striking multimedia installation that reimagines Newcastle’s cup journey through a vibrant mix of raw documentary photography, dynamic film, evocative audio, and bold typographic design from North East creative Will Knight.
Turrell - celebrated for his vivid, collage-based visuals exhibited in Tokyo, Paris, New York and beyond - joins forces with Spencer, whose work on youth and fan culture has shaped visual narratives for The Face, i-D, and Tate Liverpool. Together, they distill over 200 hours of curatorial work into a visual narrative that captures not just football, but the heart and soul of a city in celebration.
EXHIBITION HIGHLIGHTS INCLUDE:
- 100+ original documentary-style images capturing electric pitch-side moments, terrace passion, and a city transformed during a 300,000-strong parade.
- Immersive environmental design echoing the streets of Newcastle and the iconic concourse of St. James’ Park.
- Audio layers of fan chants, intimate interviews, and live match broadcasts to evoke collective memory and atmosphere.
- A public viewing of the Carabao Cup trophy, alongside the victorious open top parade bus displayed on Baltic Square.
A GLOBAL STORY WITH LOCAL ROOTS
Elements of the installation will also be showcased internationally, kicking off in Seoul. South Korean artist Joonho Ko created a bespoke installation that reimagined the cup journey through the lens of the Magpie - national bird of South Korea and a symbol synonymous with Newcastle United.
Jimmy Turrell said: “This was never just about football - it’s about emotion, memory, and place. As someone who grew up in Newcastle, this project has been deeply personal. We wanted to create something that captured the intensity of those weeks, not just visually, but viscerally - something that spoke to what it means to belong to this city.”
Ewen Spencer added: “The energy around the Carabao Cup run was unlike anything I’ve experienced. What fascinated me was the way the city responded - how it moved, sang, celebrated together. Through the lens, I was capturing a kind of civic poetry. This installation reflects that - a love letter to Newcastle, in all its rawness and pride.”
VISIT THE INSTALLATION
Tickets will be required for this free-to-attend event to manage capacity, ensuring an enjoyable experience for all visitors. These will be available to book from 10,00am on Thursday 14 August via www.baltic.art/nufc
Dates: 22–25 August
Opening Times: 10am – 6pm daily
Location: Baltic Centre for Contemporary Art, Gateshead
