Making Museums Cool
“It’s more than just fan service; it’s a creative spark for young minds”
This summer our lead consultant and Creative Director, Rachel Auty, visited the Victoria and Albert Museum in London. Here’s what she had to say about two standout experiences.
The Victoria and Albert Museum, London, was caught up in a frenzy of youth excitement this summer with the arrival of the Taylor Swift Songbook Trail.
The current V&A exhibition Fragile Beauty is an absolutely stunning showcase of photographs from the Sir Elton John and David Furnish Collection. It’s an intimate, powerful collection that captures the essence of visual artistry, demonstrating not only the cultural influence of the photographers but also the keen eye that Sir Elton and David have in curating such a monumental body of work. It’s an absolute must-see if you’re into photography, art history, or even music and fashion, as many of the pieces are interconnected with those worlds.
However, while the Fragile Beauty exhibition was incredibly moving, what truly stole the show for me during my visit was the Taylor Swift Songbook Trail.
The concept behind this installation is brilliant in its simplicity. It consists of 13 thoughtfully curated stops throughout the museum, each featuring an installation connected to the iconic music artist, Taylor Swift. Whether it’s a costume she wore on stage, handwritten lyrics, or other fascinating artefacts, the trail is an homage to her incredible career and influence on modern culture.
Crowds of people - mostly children and young people - surrounded every display, every one completely mesmerised by what stood before them.
Here are my top 5 reasons why I believe the Taylor Swift Songbook Trail is such an outstanding initiative:
It encourages exploration: By creating a trail with stops scattered throughout different areas of the museum, visitors are naturally encouraged to explore more than they might otherwise. It’s a fantastic way to gently guide people around the museum’s extensive footprint, exposing them to sections they may have skipped or overlooked.
It brings in a younger audience: One of the most significant successes of this initiative is its ability to draw in kids, teens, and young adults—groups who may not typically prioritise a museum visit. By incorporating a pop culture icon like Taylor Swift into the museum experience, the V&A has found a way to make museum visits feel fresh, exciting, and fun for younger generations.
It bridges the gap between modern and historical culture: The Taylor Swift installations bring a touch of contemporary culture into a traditionally historical and artistic setting. Museums often grapple with staying relevant to today’s fast-paced, modern-day culture, but this trail succeeds in seamlessly blending the two worlds. It proves that museums can adapt to the times and make themselves relatable to younger audiences without losing their cultural integrity.
It’s an inspiration to future creatives: What I found especially heartwarming during my visit was seeing the faces of Taylor Swift fans—'Swifties'—light up as they encountered the exhibits. You could see the joy and excitement in their eyes as they stood in front of artefacts tied to their favourite artist. It’s more than just fan service; it’s a creative spark for young minds. Many of these young people are undoubtedly future musicians, artists, or creators themselves, and experiences like these can ignite lifelong passions.
It’s accessible and free: Perhaps one of the most remarkable aspects of the Taylor Swift Songbook Trail is that it’s entirely free to experience, making it a fantastic option for families and individuals alike during the school holidays. It’s no secret that access to cultural experiences can sometimes be financially out of reach for many, but the V&A is ensuring that this exciting opportunity is accessible to everyone, regardless of their circumstances. It’s a win for inclusivity and community engagement.
The displays were all thoughtful, theatrical, and visually impressive.
While this may seem like a straightforward initiative on the surface, the Taylor Swift Songbook Trail is an incredibly effective way of delivering a layered and thoughtful cultural experience. It also ‘just happened’ to run alongside the Swift’s Eras Tour dates hitting Wembley Stadium.
It’s a shining example of how museums can innovate to remain relevant and engaging in the 21st century, appealing to a wide variety of audiences while staying true to their roots in art and education.
The V&A has once again shown itself to be a forward-thinking institution that understands how to merge art, history, and contemporary culture to create something magical. It also created a masterclass in how to make museums cool, with lessons other cultural organisations can surely learn from to do more of the same.
Inspiration of our next generations in action at the Victoria and Albert Museum, London.
The Taylor Swift Songbook Trail ran from 27 July 2024 to 8 September 2024.
Fragile Beauty runs until Sunday 5 January 2025.