Get ready for a game-changer! 'V&A East: A Museum for Gen Z' aims to revolutionize the museum experience, especially for young, creative minds. But here's the twist: it's not just about the art; it's about creating life-changing moments.
Gus Casely-Hayford, the director of V&A East, shares his personal journey, from feeling unwelcome in museums as a child to becoming a leading voice in making these spaces inclusive. He recalls his sister's empowering words: 'These spaces belong to all of us. You can change that.' And change he did!
V&A East is a bold project, consisting of two sites in London's Olympic Park. The V&A Storehouse, which opened this year, has already surpassed its visitor target, while the V&A East Museum, designed by O'Donnell & Tuomey, aims to 'open up the V&A's collection to underserved audiences.'
After years of challenges, the museum is set to open its doors on April 18th next year. It's a key part of East Bank, a £1.1bn cultural hub designed to transform the Olympic boroughs. But what makes V&A East truly special?
Casely-Hayford's mission is to create a welcoming, inspiring space for young people. He believes east London, with its rich creative history, is the perfect home. 'You see young people full of creative passion, but they don't always feel at home in museums,' he says. So, he took action, visiting every secondary school in the surrounding boroughs and consulting with 30,000 young people to shape every aspect of the institution.
The result? A diverse, inclusive space that reflects the community. 'Hearing them reflect our passion, our aspirations, is heartening,' Casely-Hayford shares.
But what will visitors see? The permanent collection, 'Why We Make,' explores the universal impulse to create, featuring objects from over 200 practitioners across 60 nations. From a ceramicist's exquisite piece to a local designer's pink dress, it's a celebration of human creativity.
And that's not all! Temporary exhibitions, like 'The Music Is Black,' will take visitors on a journey through Black British music history. Casely-Hayford hints at iconic figures like Seal, Shirley Bassey, and Stormzy, promising an unforgettable experience.
However, amidst the excitement, there are challenges. Casely-Hayford, a leading voice in the return of looted artifacts, discusses the V&A's efforts. 'We're limited by statute, so objects are returned on loan,' he explains. On ethical funding, he emphasizes the need for scrupulousness, acknowledging the debate around corporate sponsorship.
Casely-Hayford's own story is inspiring. As a scion of the prominent Casely-Hayford dynasty, his family's legacy of advocacy and creativity runs deep. His career, from presenting 'Lost Kingdoms of Africa' to directing the Smithsonian's National Museum of African Art, has been a journey of passion and impact.
V&A East is a testament to his vision. 'These spaces tell our stories through humanity's best creations,' he says. 'The arts are about leaving a lasting mark, and museums are repositories of our finest creative impulses.'
And this is the part most people miss: it's not just about the art; it's about the impact it has on people's lives. So, what do you think? Is V&A East a step towards a more inclusive, inspiring museum experience? We'd love to hear your thoughts in the comments!
