'A fresh look at contemporary culture': Gus Casely-Hayford, director of V&A East, takes us inside the new London museum

"The new museum is for 'everyone'; we have focused on creating open and public spaces and programming that meets the needs of younger audiences and local communities."

"At V&A East, and across our two sites, we're deeply embedded in our local communities. We've created our sites with and for our audiences."

The V&A East Museum is set to open on April 18 in Queen Elizabeth Olympic Park, Stratford. Director Gus Casely-Hayford emphasizes a fresh perspective on contemporary culture through global collections. The museum aims to cater to diverse audiences, particularly younger visitors and local communities. The V&A East Storehouse, which opened in 2025, has already attracted over 500,000 visitors. Casely-Hayford highlights the importance of creating inclusive spaces and programming that resonates with those who may have previously felt uncomfortable in museums.

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