Get ready for a game-changer! Gus Casely-Hayford, the visionary director of V&A East, is on a mission to create a museum that will inspire and transform the lives of Gen Z. But here's the twist: he's not just aiming to attract visitors; he's determined to make V&A East a welcoming haven for young, creative minds who might feel out of place in traditional museums.
Casely-Hayford's journey began with a powerful lesson from his sister, Margaret, who took him to the British Museum as a child. She taught him that museums, despite their often exclusive nature, belong to everyone. And this is the part most people miss: museums can be a catalyst for personal growth and a platform for diverse stories to be told.
V&A East, a project spanning two sites in London's Olympic Park, is a testament to Casely-Hayford's grand vision. With one site already exceeding visitor targets and the other set to open its doors next year, the museum aims to engage audiences that have historically been underserved. Tristram Hunt, V&A director, puts it simply: "We want to open up our collections in new ways."
But how does Casely-Hayford plan to achieve this? By making V&A East a space where young people feel at home. He's visited every secondary school in the surrounding boroughs, consulting with over 30,000 young people to ensure the museum reflects their passions and aspirations. From the permanent collection to the staff uniforms, every detail has been influenced by this consultation process.
The permanent collection, titled "Why We Make," explores the universal human impulse to create. It features objects from over 200 practitioners across 60 nations, including works by Bisila Noah, an Ecuadorian-Spanish ceramicist, and Molly Goddard, a local designer. It's a celebration of human creativity and a bold statement of diversity.
And this is where it gets controversial: Casely-Hayford has strong views on the return of looted artifacts and ethical funding. He's proud of the V&A's efforts to return objects to Ghana and is committed to engaging with institutions and companies ethically.
Casely-Hayford's own story is a fascinating one. As a scion of the prominent Casely-Hayford dynasty, with a Ghanaian father and Sierra Leonean mother, he brings a unique perspective to the museum world. His career has taken him from presenting BBC series to authoring books on West African art, and now, to leading V&A East.
His personal journey is intertwined with the museum's mission. He believes that museums should be repositories of our finest creative impulses, allowing us to connect with others on a deeper level.
So, what do you think? Is V&A East a step towards a more inclusive and inspiring museum experience? Or are there still challenges to be addressed? We'd love to hear your thoughts in the comments!
