The Power of Inclusion: V&A East, a Museum Revolutionizing the Gen Z Experience
Imagine a museum that not only displays art but transforms lives. This is the vision of Gus Casely-Hayford, who, as a child, experienced the exclusion many Black British people feel in museums. His sister Margaret's determination to change this narrative sparked a lifelong passion for making museums welcoming to all. Now, as director of V&A East, Casely-Hayford is creating a space where young people can have life-altering encounters with art.
V&A East, located in London's Olympic Park, is a two-part project with grand aspirations. The V&A Storehouse, already a success, and the upcoming V&A East Museum, designed by O'Donnell & Tuomey, aim to engage audiences historically overlooked by major cultural institutions. But here's where it gets controversial—how do you create an inclusive museum in a world where some feel unwelcome?
Casely-Hayford's approach is personal. He visited every secondary school in the surrounding boroughs, ensuring the museum reflects the community's diversity. The staff uniform, a customizable waistcoat, symbolizes self-expression. The collection, Why We Make, celebrates human creativity with pieces from over 200 practitioners across 60 nations, including a stunning ceramic by Bisila Noah and textiles by Althea McNish.
But the museum's impact goes beyond its walls. Temporary exhibitions like The Music Is Black explore Black British music history, featuring icons like Seal and Stormzy. And Casely-Hayford is a leader in the return of looted artifacts, a complex issue many museums face. He proudly shares the V&A's involvement in returning objects to Ghana, a significant step towards ethical museum practices.
As for corporate sponsorship, a hotly debated topic, Casely-Hayford acknowledges the need for scrutiny. He is a descendant of a prominent Ghanaian-British family, his siblings high achievers in their fields. This heritage, combined with his emotional connection to his late brother, a fashion designer, fuels his determination to make V&A East a space that inspires and includes everyone.
With a background in African history and art, Casely-Hayford staged Africa 05, disrupting the museum sector by challenging its conservative nature. He believes in the power of museums to make seemingly impossible changes. V&A East, he says, is about telling our stories through humanity's greatest creations, making a mark that endures. But is this enough to truly revolutionize the museum experience for Gen Z? The debate continues, and your thoughts are welcome.
