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Gus Casely-Hayford leads the upcoming V&A East in redefining museum engagement through community connection, diverse collections, and contemporary storytelling, opening in April 2026.<\/p>\n<\/div>\n
When Gus Casely-Hayford was a child, trips to museums were often fraught with a sense of exclusion, despite his natural attraction to these spaces. His sister Margaret, however, encouraged him to see museums as places belonging to everyone and empowered him with the notion, “That\u2019s something that you can change.” Today, as the director of V&A East, Casely-Hayford is fulfilling that very vision by crafting a museum experience uniquely designed to welcome and inspire a broad, diverse audience, particularly young people from the surrounding East London boroughs.<\/p>\n
V&A East, part of the transformative \u00a31.1bn East Bank cultural and education quarter in London\u2019s Olympic Park, is set to open its museum site on 18 April 2026. The project, comprising two main elements\u2014the V&A Storehouse, which opened earlier this year, and the forthcoming V&A East Museum housed in a striking five-storey building by architects O\u2019Donnell & Tuomey\u2014embodies a mission to reimagine museum engagement for audiences who have historically been underserved by major cultural institutions. Tristram Hunt, director of the Victoria and Albert Museum, noted the intention \u201cto open the V&A\u2019s collection up in new ways,\u201d aiming to foster a broader and more inclusive cultural dialogue.<\/p>\n
Casely-Hayford\u2019s approach is deeply rooted in community connectivity. Over five years, he has visited every secondary school in the four boroughs surrounding the site, while extensive consultation with around 30,000 young people helped shape every aspect of the museum\u2014from its collections and exhibitions to practical details like staff uniforms designed for personal expression. This commitment to genuine inclusion extends to staffing policies, reflecting the demographic diversity of East London and ensuring the museum feels like a space that genuinely belongs to local communities.<\/p>\n
The heart of the museum\u2019s permanent collection, titled Why We Make, encapsulates a universal human impulse\u2014creation. Featuring around 500 objects from over 200 artists and designers from more than 60 countries, the collection includes works such as a ceramic piece by Ecuadorian-Spanish artist Bisila Noah, a signature pink dress by East London-based Molly Goddard, and textiles from Trinidadian designer Althea McNish. These objects are carefully selected to represent a wide cultural spectrum, illustrating human creativity across time and form while unapologetically embracing diversity as foundational to the museum\u2019s identity.<\/p>\n
V&A East will also host temporary exhibitions that reflect pressing contemporary themes. Its inaugural show, The Music Is Black, traces 125 years of Black British music history, celebrating figures from calypso, reggae, hip-hop, and drill. Artists such as Seal, Shirley Bassey, Stormzy, and Little Simz feature prominently, alongside personal artefacts\u2014including the first guitar of Joan Armatrading\u2014who holds special meaning for Casely-Hayford. This exhibition underscores the museum\u2019s commitment to exploring identity, representation, and social justice through dynamic cultural narratives.<\/p>\n
The institution\u2019s progressive stance extends to addressing complex and sensitive issues, such as the repatriation of artefacts. Casely-Hayford takes pride in the V&A\u2019s involvement in returning objects to Ghana, highlighting ongoing collaborations that, within statutory limitations, allow for shared stewardship and display in local institutions like the Manhyia Palace Museum. The museum also aims to navigate ethical challenges related to funding, with a cautious but clear recognition of the importance of scrupulous partnerships, particularly in the face of scrutiny regarding corporate sponsors.<\/p>\n
Casely-Hayford\u2019s own heritage and career illuminate his dedication. Descended from the influential Casely-Hayford family of Ghana, known for advocating Pan-African nationalism, his professional path has been shaped by cultural advocacy and scholarship\u2014culminating in leadership at the Smithsonian\u2019s National Museum of African Art and a deep engagement with the African diaspora\u2019s artistic legacy. His early advocacy included orchestrating Africa 05 at the British Museum, an expansive cultural season that challenged museum conventions by foregrounding African histories and contributions.<\/p>\n
V&A East represents the zenith of Casely-Hayford\u2019s efforts to democratise access to culture and creativity. He sees museums as repositories of humanity\u2019s best impulses\u2014spaces where diverse stories intersect and where creativity serves as a form of empathy, allowing us to understand and feel the lives of others. In this vision, V&A East is not just a museum building but a living, breathing cultural movement, intentionally designed to be \u201cunapologetically diverse\u201d and broadly inclusive, inspiring new generations to both celebrate and shape the arts.<\/p>\n
Further embracing this ethos, V&A East has cemented a three-year partnership with the Art Explora Foundation to actively engage East London communities in contemporary artistic practice. This collaboration will foster dynamic, community-led initiatives that resonate with the locality\u2019s rich creative diversity, aligning with Casely-Hayford\u2019s goal of transforming the museum into a vibrant cultural hub for Generation Z and beyond.<\/p>\n
In positioning V&A East within one of London\u2019s most diverse and creative quarters, Casely-Hayford champions an institution that is as much about shaping futures as preserving history. This approach underscores the museum\u2019s role as a crucial legacy project from the 2012 Olympics, reflecting a bold, inclusive vision for the next chapter of British cultural life.<\/p>\n