An origami of honey-colored concrete stands on what was the Olympic Park of the 2012 Olympics, in the east of the British capital, far from the museums of the city center. V & A East, which opened on April 18, is the latest branch of the venerable Victoria and Albert Museum, 174 years old.
It is just a few meters away from the “Storehouse”, the branch that exhibits part of the institution’s reserves, which opened almost a year ago.
A selection of works related to youth concerns
However, while the latter aims to be exhaustive, teeming with objects of all kinds, V & A East opts for simplicity: a total of 500 objects. All this in a airy space, with glass windows, and free (excluding temporary exhibitions).
Thus, in the two permanent galleries coexist a Berber necklace from Algeria, a pair of platform shoes by punk designer Vivienne Westwood, a dress by Anna Maria Garthwaite, an English textile designer from the 18th century (and one of the first female designers)…
“We chose objects that tell stories related to the concerns of young people,” explains Brendan Cormier, head of collections at this new museum.
And contemporary creations by artists from the east of the British capital, among others.
“Museum with a cause?”
“We chose objects that tell stories related to the concerns of young people and their worldview,” explains Brendan Cormier, chief curator of V&A.
Among them, health, identity (including gender identity), living together, and climate, the curator details.
The initiative comes at a time when the United States, under the leadership of President Donald Trump, seems to be going in the opposite direction. Last August, this administration announced that it would “review” certain exhibitions in museums in Washington, which it accuses of “wokeness” and “ideological indoctrination.”
A response to the decline in interest of young people in museums
V & A East had been in the works since 2012. From the outset, the idea was to create a museum aimed at young adults to encourage them to visit cultural venues more often.
Only 31 to 37% of 16-24-year-olds visited a museum between April 2024 and March 2025, compared to 41% of adults, according to figures from the British government. A study by the Group for Education in Museums (GEM) highlights the difficulties museums face in maintaining the interest of adolescents and young adults.
To achieve this, “we conducted numerous consultations with them over several years,” says Brendan Cormier.
In total, more than 30,000 young people were consulted, sometimes directly from their high school, while others made the trip to the museum. The choice of objects presented in the two permanent galleries “is the result of these discussions,” the curator assures.
“Dizzying”
“It’s quite dizzying,” whispers Amy Richard, a 27-year-old Londoner who made the trip with her retired railway worker father. “We don’t come to see specific things but rather to stroll in a place and be surprised. I like that!”
Her father, Mark, walks around a pair of Nike sneakers, placed in the “sustainability” section, which showcases the evolution of materials used in fashion. “You shouldn’t be afraid to dive into the unknown,” he quips.
Will this be enough to attract young adults?
“A first step”
American museologist Kevin Coffee, who has long worked on the subject, sees it as “a first step”: recognizing that the lower attendance of young people in museums is due to an offer that is not tailored to them.
The venue’s managers are also counting on the creation of events – concerts, round tables, etc. – to attract more young people.
Its first temporary exhibition, “The Music is Black: A British Story” (until January 2027), reflects the museum’s project. The visitor receives a connected headset and the music changes depending on where they are in the exhibition. The visit takes on the appearance of an immersive concert.
It traces more than 120 years of black music in the UK through various genres including jazz, reggae, rock, rap… and addresses the subject of slavery, especially in the British empire. The visitor is greeted by a chart showing the extent of the voyages of slave ships from the 16th to the 19th century.
