London’s V&A is opening a museum specifically designed for Gen Z. The director spent five years visiting every secondary school in the four surrounding boroughs surrounding the museum, totaling 30K students, to understand what makes Gen Z want to attend. He heard that while young people are “full of creative passion,” traditional museums don’t tell their stories or feel like spaces that belong to them. The solution was creating a museum space that’s “unapologetically diverse,” housing 200+ practitioners across 60+ nations in the permanent collection, Why We Make, opening in early 2026. When cultural institutions co-create with young people from the start, they can transform from gatekeepers into spaces that actually reflect Gen Z and feel accessible. (The Guardian)
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