The V&A museum was struggling to increase diversity internally and among visitors, and wanted to use the 2022 Africa Fashion exhibition as a pivotal moment to engage young Black audiences who don’t know the museum, and drive internal culture change.

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We embraced participatory qualitative research with young Black creatives to honestly confront the V&A’s colonial history, establish a robust vision and pathway to change, and fuel authentic marketing and communications.

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With unprecedented traction with teams across the V&A, this project led to a co-created partnership strategy and Friday Late event with youth-led media platform GUAP - celebrating next-generation designers, artists and musicians in a museum-wide pan-African takeover.