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.
Sophie Brendel
Director of Audiences, Commercial and Digital
V&A (Victoria and Albert Museum)
Dr Helen Charman
Director of Learning and National Programmes
V&A (Victoria and Albert Museum)
