Get ready for a game-changer! 'A New Museum for Gen Z' is more than just a catchy title; it's a bold statement about inclusivity and the power of art to transform lives. Gus Casely-Hayford, the visionary director of V&A East, is on a mission to create a space where young people can have those 'life-changing moments' that shape their future. But here's where it gets controversial...
In a world where museums have often been exclusive, Casely-Hayford aims to break down barriers and make V&A East a welcoming haven for all, especially those who might feel museums are not for them. And this is the part most people miss: it's not just about the art; it's about the stories and the people behind them.
V&A East is a grand project, spanning two sites in London's Olympic Park. The V&A Storehouse, which opened recently, has already exceeded visitor expectations, while the V&A East Museum, designed by O'Donnell & Tuomey, promises an immersive experience. Tristram Hunt, V&A director, emphasizes the goal: 'to open our collections to underserved audiences.'
After years of challenges, including the pandemic and labor issues, V&A East is set to open its doors in April next year. It's a key part of East Bank, a cultural and educational hub designed to revitalize the former Olympic boroughs. But what sets V&A East apart is its focus on Gen Z and its commitment to diversity.
Casely-Hayford, with his charming and passionate demeanor, has visited every secondary school in the surrounding boroughs, engaging with young people and ensuring their voices are heard. He wants V&A East to be a place where young, creative minds can thrive, inspired by the stories of iconic figures like Alexander McQueen and David Bailey.
The permanent collection, 'Why We Make,' explores the universal impulse to create, featuring works from over 200 practitioners across 60 nations. From Bisila Noah's exquisite ceramics to Molly Goddard's pink dress and Althea McNish's textiles, the collection celebrates human creativity.
But V&A East isn't just about the permanent exhibits; it also hosts temporary exhibitions, like 'The Music Is Black,' an exploration of Black British music history. Casely-Hayford is passionate about addressing bigger issues, such as the return of looted artifacts and ethical funding. He believes in transparency and accountability, especially when it comes to 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 purpose.
V&A East is a culmination of his vision: a space where art and history come alive, where young people can find inspiration and where the stories of all cultures are celebrated. It's a bold step towards a more inclusive future.
So, what do you think? Is V&A East a step in the right direction for museums? Should more institutions follow this model? Share your thoughts in the comments; we'd love to hear your opinions!
