Imagine a museum that becomes a life-altering experience for the youth, a place where they find their passions and purpose. This is the vision of Gus Casely-Hayford, who is creating V&A East, a groundbreaking museum tailored for Gen Z. But why is this project so significant? It's about more than just art; it's about representation and accessibility.
As a child, Casely-Hayford felt unwelcome in museums, as they rarely showcased the stories of Black British people like him. His sister Margaret inspired him with the belief that these spaces belong to everyone and that he could be the change. Now, as the director of V&A East, he's turning this dream into reality.
The project, located in London's Olympic Park, consists of two sites: V&A Storehouse, which has already exceeded visitor expectations, and V&A East Museum, an exhibition space designed by O'Donnell & Tuomey. The goal? To open the doors of art and culture to those who have been historically overlooked by major institutions. And this is where it gets intriguing: the museum's collection and exhibits will be unlike any other.
After overcoming delays due to the pandemic, labor issues, and the complexity of the buildings, V&A East will open in April 2025. It's part of the mayor's £1.1bn East Bank project, aiming to revitalize the former Olympic boroughs. The museum's funding from the Department for Digital, Culture, Media, and Sport is described as 'very generous'.
Casely-Hayford's passion is infectious as he envisions a space that welcomes young, creative minds. He believes east London, with its rich history in manufacturing, design, and creative icons like Alexander McQueen and David Bailey, is the perfect setting. He aims to discover and nurture the next generation's creative leaders, ensuring V&A East is their gateway to the arts.
To make this vision a reality, Casely-Hayford has personally visited every secondary school in the surrounding boroughs, and the project has consulted with 30,000 young people, shaping everything from the collection to staff uniforms. The project's staffing reflects the area's diversity, ensuring the museum is embedded in the local community. But here's where it gets controversial: how do you create a truly inclusive space while navigating ethical funding and the return of looted artifacts?
The museum's permanent collection, 'Why We Make,' celebrates the universal human impulse to create. It features 500 objects from over 200 practitioners across 60 nations, including a stunning piece by ceramicist Bisila Noah and textiles from designer Althea McNish. Temporary exhibitions will also be a highlight, with the first, 'The Music Is Black,' exploring 125 years of Black British music history.
Casely-Hayford is a prominent figure in the arts, with a background in academia and broadcasting. He's part of the renowned Casely-Hayford family, known for their contributions to Ghanaian and British culture. His siblings are high achievers, and he speaks emotionally about his late brother Joe, a fashion designer who inspired his love for art.
Casely-Hayford's career includes presenting the BBC series 'Lost Kingdoms of Africa,' writing books on West African art, and directing the Smithsonian's National Museum of African Art. He believes in the power of museums to preserve and present the best of humanity's creativity, and V&A East is his magnum opus, a space where everyone can find their story and leave their mark. And this is the part most people miss: museums can be more than just repositories of history; they can be catalysts for personal transformation.
So, what do you think? Is V&A East the future of museums, or does it face challenges that might hinder its success? Are museums truly capable of becoming inclusive spaces for all, or is there more work to be done? Share your thoughts in the comments below, and let's continue the conversation!
