In this session...
When asked what the word “museum” meant to them, 40% of children replied “boring”. Yet, sparking creativity in children is key to their emotional, cultural and intellectual development. In 2023, Young V&A re-opened its doors to a new active space invented for children to imagine, play and design. It aims to be the most “joyful museum in the world.”
Hear from the V&A about how audience research and a community engagement program of over 22,000 people were combined to create a new museum and youth brand.
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Sophie Brendel, Director of Audiences, Commercial and Digital and Dr Helen Charman, Director of Learning and National Programmes will talk about what it took to redefine what a museum can be for kids big and small, how the Young V&A understands the unique needs and interests of Generation Alpha and how they created a global interactive website for young people.
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What You'll Learn from This Session...
- Building a brand for Generation Alpha.
- How the V&A re-imagined what a museum could be, with and for kids.
- The feedback, learnings and response to creating this pioneering museum and youth brand.
