V&A East Targets Younger Audiences
The V&A East, a new museum branch in London's Queen Elizabeth Olympic Park, is designed to attract younger visitors. Opening in 2025, the institution will feature a dedicated 'Young People's Programme' and a free-entry policy. The museum's architecture by O'Donnell + Tuomey includes flexible spaces for youth-led events. Director Gus Casely-Hayford emphasized the goal of engaging 16- to 25-year-olds through co-curated exhibitions and digital interactives. The V&A East will also house the Collection and Research Centre, offering behind-the-scenes access. This initiative is part of a broader trend among UK museums to diversify audiences.
Key facts
- V&A East opens in 2025 in London's Queen Elizabeth Olympic Park.
- Museum targets 16- to 25-year-olds with free entry and youth programmes.
- Architecture by O'Donnell + Tuomey includes flexible spaces.
- Director Gus Casely-Hayford leads the institution.
- Features a 'Young People's Programme' and co-curated exhibitions.
- Includes the Collection and Research Centre for behind-the-scenes access.
- Part of a broader UK museum trend to attract younger audiences.
- Article published in Le Journal des Arts on May 15, 2026.
Entities
Institutions
- V&A East
- Victoria and Albert Museum
- O'Donnell + Tuomey
- Le Journal des Arts
Locations
- London
- United Kingdom
- Queen Elizabeth Olympic Park