Imagine a museum that doesn’t just display history, but ignites futures. That’s the vision behind V&A East, a groundbreaking new museum in London’s Olympic Park, spearheaded by Gus Casely-Hayford. But this isn’t your typical museum story. Casely-Hayford, inspired by his sister’s unwavering belief that museums belong to everyone, is determined to create a space where young people, particularly those from underrepresented communities, can experience life-altering moments through art and culture. And this is the part most people miss: V&A East isn’t just about showcasing artifacts; it’s about empowering a new generation to see themselves reflected in the stories museums tell.
Growing up, Casely-Hayford felt museums weren’t always welcoming, especially as a Black British person. His sister Margaret, however, saw things differently. She insisted these institutions belonged to everyone, even if they didn’t always tell their stories. “That’s something you can change,” she told him, planting a seed that would later blossom into his leadership of V&A East.
Now, Casely-Hayford is bringing that vision to life. V&A East, spread across two sites in London’s Olympic Park, aims to be a beacon for young, creatively minded individuals. The V&A Storehouse, already exceeding visitor expectations, and the upcoming V&A East Museum, housed in a stunning five-storey building designed by O’Donnell & Tuomey, are part of the ambitious East Bank project, a £1.1bn cultural and educational hub.
But here’s where it gets controversial: While the project boasts a “very generous” slice of funding from the Department for Digital, Culture, Media and Sport, questions remain about the ethical implications of corporate sponsorship for temporary exhibitions. Casely-Hayford acknowledges the concern, stating that ethical funding is a priority, but stops short of detailing specific criteria for partnerships.
This raises a crucial question: Can museums truly be inclusive while relying on funding from companies with potentially questionable practices?
Casely-Hayford’s passion for inclusivity is evident in every aspect of V&A East. He’s personally visited every secondary school in the surrounding boroughs, and the project has consulted over 30,000 young people, shaping everything from the permanent collection to the staff uniforms. The museum’s permanent collection, titled Why We Make, explores the universal human impulse to create, featuring 500 objects from over 60 nations, including works by Ecuadorian Guinea Spanish ceramicist Bisila Noah and local designer Molly Goddard.
The museum’s commitment to diversity extends beyond its collection. Temporary exhibitions like The Music Is Black, tracing 125 years of Black British music history, further solidify V&A East’s mission to amplify underrepresented voices.
Casely-Hayford’s own background, as a scion of the prominent Ghanaian-British Casely-Hayford family, deeply informs his vision. His siblings, including the late fashion designer Joe Casely-Hayford, celebrated in Somerset House’s The Missing Thread exhibition, have been constant sources of inspiration. His career, spanning from presenting BBC’s Lost Kingdoms of Africa to directing the Smithsonian’s National Museum of African Art, has been dedicated to challenging traditional museum narratives.
His experience with Africa 05, the largest African arts season ever hosted in Britain, taught him that even seemingly impossible changes within the museum world are achievable.
V&A East, Casely-Hayford believes, is the culmination of his life’s work – a museum that truly belongs to everyone. It’s a space where young people can discover their creative potential, connect with their heritage, and imagine a future where museums reflect the diversity of the world they inhabit.
But the question remains: Can V&A East truly live up to its ambitious vision? Will it successfully navigate the complexities of ethical funding and ensure genuine inclusivity? Only time will tell. What’s certain is that Casely-Hayford’s passion and dedication have set the stage for a museum that dares to be different, a museum that aspires to be a catalyst for change, not just a keeper of the past.
