Somerset House's new Cute exhibition features a whole display in honour of the beloved cartoon cat Hello Kitty.
The central London art spot's latest exhibition, which opened on Thursday (January 25), celebrates the popular figure amid its 50th anniversary. The character's now popular franchise, launched in 1975 with next year marking five decades since Hello Kitty first took over the world with her red bow.
As explained on Somerset House's Cute exhibition website, the themed display will explore the "irresistible force of cuteness in contemporary culture," so it's no surprise that Hello Kitty is to be spotlighted in the exhibition.
The feline character's feature, which is in partnership with the Japanese entertainment company behind Hello Kitty, Sanrio, will see fans able to look at the figure's past and popularity over the past 50 years.
Visitors certainly won't be able to miss the Hello Kitty section thanks to the massive red archway shaped as the cartoon character's face. The dedicated area also features a room filled with plushies along with cabinets brimmed with memorabilia from Hello Kitty homeware to clothing and accessories.
Watch the video above and see the images below for an inside look at the London Hello Kitty installation featured in Somerset House's new Cute exhibition: