Victoria & Albert Museum (V&A) at Kulturkraft25

How can cultural institutions strengthen their brand and online engagement with young audiences – and translate that into visitor numbers? Kati Price, Head of Experiences and Digital at the Victoria and Albert Museum (V&A), will share insights from the museum’s groundbreaking digital strategy, which is capturing younger audiences while strengthening the museum’s global brand.

The V&A’s content reaches millions globally, wins awards and captivates with innovative formats – from unboxing iconic shoes and ASMR sounds of medieval manuscripts to Taylor Swift trivia and stories about toxic treasures in the collection. The museum’s youth platform, mused, has been instrumental in understanding what resonates with young people online, shaping both digital engagement and the overall relationship with visitors.