V&A's digital strategy: four times more online visitors than physical

Katie Price, the Head of Digital Media at the Victoria & Albert Museum (V&A) in London, elaborates on the museum's shift towards digital engagement. Prior to the lockdown, the V&A showcased a significant kimono exhibition. Digital media has become crucial for museums, with the V&A connecting with four times as many individuals online compared to in-person visits annually. The ongoing digital initiatives include high-resolution imagery and detailed metadata. Social media has enhanced storytelling and audience reach. The V&A's strategic goals—broadening audiences, global outreach, inspiring creative sectors, and promoting sustainability—are intertwined with digital efforts. In 2016, Price made a case for digital investment, leading to an increase of 500,000 physical visitors over three years. She began her journey with the V&A in 1997 while pursuing a Master's in Design History.