Business improvement district Better Bankside has commissioned three artists to bring new colour and animation to Southwark Street.
The project, Colourful Crossings, is part-funded through Transport for London's 'Future Streets Incubator' programme and is part of Better Bankside's Avenue of Art initiative.
Crossing Stories by French collective EXYZT will feature designs applied to the roadway and street furniture to draw visitors on a journey, and will build on their earlier work in the neighbourhood.
Photographer Morgan Silk will collaborate with a computer programmer to create a photographic image which uses anamorphosis and a new material to create an optical illusion.
Adam Frank is an artist and designer from New York who will bring his work 'The Performer' to the UK for the first time. The piece is a simple spotlight projected on to the ground, when a pedestrian walks into the light it triggers a round of applause.
The works will be installed between August and November.
"We want to make Bankside a better place to live, work and visit," said Donald Hyslop, head of partnerships at Tate and chair of Better Bankside.
"The Colourful Crossings project will transform the public realm to the benefit of the local businesses and visitors to the area.
"We aim to draw footfall further south from the busy riverside stretch, encouraging people to explore Southwark Street and beyond and discover Bankside's full cultural offer."
Loughborough University is helping Better Bankside to understand what impact the artworks have on pedestrian and driver behaviour as well as local economic activity.