Get ready for a game-changer! Gus Casely-Hayford, the visionary behind V&A East, is on a mission to create a museum that will leave an indelible mark on Gen Z. But here's the twist: this isn't your typical stuffy museum experience. Casely-Hayford wants to make art accessible and inspiring, especially for young, creative minds who might feel out of place in traditional museums.
His journey began with a childhood visit to the British Museum, where he felt like an outsider. But his sister, Margaret, ignited a spark. She believed that these spaces belonged to everyone, and her words became a powerful motivator for Casely-Hayford.
Now, as the director of V&A East, he's turning that vision into reality. The project, spanning two sites in London's Olympic Park, aims to provide transformative experiences for young people. And it's not just about the art; it's about creating a welcoming environment where creativity thrives.
"Young people can come in and have those life-changing moments that shape their future," Casely-Hayford says. And he's walking the talk. Over the past five years, he's personally visited every secondary school in the surrounding boroughs, engaging with over 30,000 young people to shape every aspect of V&A East, from the collection to the staff uniforms.
The museum's permanent collection, titled "Why We Make," explores the universal impulse to create across cultures and throughout history. It features works from over 200 practitioners from more than 60 nations, including pieces by Bisila Noah and Molly Goddard.
But V&A East isn't just about the past. It's also about celebrating the present and future of creativity. The first temporary exhibition, "The Music Is Black," takes visitors on a journey through 125 years of Black British music history, showcasing the diversity and impact of genres like calypso, hip-hop, reggae, and drill.
And Casely-Hayford isn't shying away from the bigger issues facing museums. He's been a vocal advocate for the return of looted artifacts, and V&A East is committed to ethical funding practices.
"Ethical funding is a concern for everyone in museums," he says. "We want to be scrupulous about our partners."
Casely-Hayford's own story is a testament to the power of creativity and representation. As a member of the prominent Casely-Hayford dynasty, with a Ghanaian-British heritage, he understands the importance of seeing oneself reflected in art and culture.
His passion for the arts has taken him on a remarkable journey, from presenting BBC's "Lost Kingdoms of Africa" to authoring books on West African art and leading the Smithsonian's National Museum of African Art.
V&A East is the culmination of his career, a project that embodies his belief in the power of art to unite and inspire.
"These spaces tell our stories through humanity's greatest creations," he says. "The arts allow us to leave a lasting mark and connect with others on a deeper level."
Are you ready to be inspired? V&A East opens its doors on April 18th next year, and it promises to be a cultural experience like no other.
