London exhibition titled ‘CUTE’ explores the force of cuteness

 Somerset House in central London has opened an exhibition titled ‘CUTE’, exploring the idea of cuteness and the culture behind it. 

The exhibition is a celebration of charming little critters that have consumed our screens, starting with cats and futuristic AI-generated rainbow kitten portraits contrasting the 19th-century black and white feline photographs with the latest art. The art exhibition is sponsored by the Japanese company Sanrio, globally marketing merchandise of the 50-year-old character, ‘Hello Kitty.’

London exhibition titled ‘CUTE’ explores the force of cuteness

Besides commercial products such as Tamagotchi toys or Sylvanian Family figures, Etsy store owners and scientists have collaborated with contemporary artists who portray “cute aesthetics” and its place in the modern world. The exhibition is curated by Claire Catterall giving visitors a taste of interactivity alongside immersive exhibits.

Under the ‘Hello Kitty’ archway, visitors could waltz through pastel-hued plushies, shimmy under the disco ball or enjoy vintage Japanese video games in an arcade room, or relax at a “pyjama party” in a vast teen bedroom with pop music and bean bags.

According to Catterall, the cuteness of the world is so vast that it is difficult to define. Websites that spread cheer and charm, like Cute Overload, and countless Instagram pages featuring adorable babies, pets, or food items, and Gabi, the distracted Brazilian student cat, performer, and Instagram star with 1.7 million followers, have revolutionized social media. The exhibit earmarks how “cuteness” has seeped into commercial marketing spaces, spreading lucrative businesses worth billions of dollars in the market.

“It’s exuberant, it’s exhilarating, it’s empowering,” said Catterall. “We wanted to create a space where people could come and feel happy, cover themselves in Hello-Kitty-glow of goodness.” With its celebration of the kitsch and the cute, this exhibition should not be missed. The exhibit will be open to the public until April 4.