The capital is one of the centres of the world for art in all its forms, however, a new exhibit in the trendy east end of London hopes to appeal to avant garde tastes.
Guests staying at central London hotels can easily attend the East Pop West event, which showcases the best of east's art.
"East Pop West is a celebration of contemporary creative collaborations, during a three-day event at the 20,000-square foot former Innocent Smoothies HQ," commented the organisers.
"It is set to be a rare chance for west London to engage directly with east London's artists and designers – to make an investment and be part of the first East Pop venture."
Among the artists on show, people can experience the work of the Found Art Collective, This Is It Collective, Paul Sakoilsky, Joseph Mann and many more.
Following East Pop West, the group plans to stage East Pop Red – a special week with east London artists and art collectives.
Furthermore, future events have been pencilled in around the country and in Germany.
East Pop is a "dynamic" new venture taking extraordinary creativity which exists in the east of the city on tour in unfamiliar places and was originally formed by the Red Gallery.
"Red Gallery have been documenting the east London art scene and in 2010 produced the East End Promise exhibition and catalogue, a record of the area from 1985 – 2000, created by those that lived through this transformative time," explains the group.
"East Pop is a living document of what is happening now and gives exposure to art and design collectives who have used their strength as groups of creative individuals to produce dynamic exhibitions, live art events, products and publications."