67 BUSINESS how might those meanings shift today? Familiar formats are approached as opportunities to tell new stories. Calendars, for example, have become a particularly effective medium for creative reinterpretation. Flame Tree’s Pure Blue calendar groups objects by colour rather than chronology or theme, allowing unexpected connections to emerge as images are brought into conversation over 12 months. Elsewhere, collaborations have demonstrated the adaptability of the archive to entirely new contexts and audiences. A partnership with global tech accessories brand CASETiFY sought to reintroduce V&A collection imagery to younger consumers through phone cases and accessories. Reflective substrates and bold finishes brought fresh energy to archival assets, proving that historic design can feel both playful and contemporary when presented with confidence. A similarly vibrant approach characterised the V&A’s collaboration with Ohh Deer, where neon inks and expressive colour treatments injected life into stationery and greeting cards drawn from the collection. Fashion and lifestyle collaborations have also extended the museum’s reach beyond traditional cultural spaces. Working with British clothing brand FatFace, the V&A developed a limitededition range of men’s and women’s daywear inspired by original textiles and prints. Distributed across 177 stores nationwide, from seaside towns to city train stations, the collection blended relaxed silhouettes with a distinctly British sensibility, bringing museum narratives into everyday wardrobes. This widening reach mirrors shifts within the V&A’s own public programme. Recent years have seen a concerted effort to broaden and diversify audiences, particularly younger visitors. The reopening of Young V&A in Bethnal Green, awarded Art Fund Museum of the Year 2024 and later recognised with a 2025 RIBA National Award, signalled a renewed emphasis on creativity, learning and play. V&A East Storehouse opened in May 2025 with the David Bowie Centre opening in September 2025. The new V&A East Museum, opened in April 2026. V&A East Museum celebrates making and creativity’s power to bring change. Created with young people and rooted in east London’s heritage, V&A East Museum explores what’s shaping our world with the voices that lead contemporary culture. The V&A Brand Licensing programme increasingly aligns its activity with major exhibitions and institutional milestones. The opening of Marie Antoinette Style at V&A South Kensington offered a vivid example. In collaboration with Ladurée, the team developed a limitededition macaron gift box that drew directly from the exhibition narrative. Inspired by assets held in the collection, Marie Antoinette’s personal monogram was reworked alongside Ladurée’s elegant handwritten style, while a reconstructed pièce montée, famously featured in Sofia Coppola’s film, anchored the collaboration within the exhibition itself. Looking ahead, the licensing team sees significant opportunities for growth, particularly in products aimed at families and gift-givers. Categories that combine creativity, play and making are central to this vision. A recent collaboration with children’s wear brand Petit Pli exemplifies this direction. The limited edition capsule reimagined artworks from the V&A’s collection through Petit Pli’s patented pleated technology, creating garments designed to grow with the child. Hidden patterns emerged as pleats expanded, transforming dressing into an experience of discovery and reinforcing the idea that design, play and innovation can exist together.
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