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A Magical Mannequin Has Its Own Night at the Museum in V&A's Push to Attract Visitors

The British institution is looking to grow its brand in a sector hard hit by the pandemic

Dancers perform in empty V&A Museum — The V&A Museum in London says 'creativity is what makes us human.'Adam&Eve/DDB, Victoria & Albert Museum

By Brittaney Kiefer

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Museums were hit hard by the pandemic, and many continue to struggle to attract visitors. In the U.K., the number of people visiting museums is still 50% lower than pre-pandemic levels.

The Victoria & Albert (V&A) Museum in London is one such institution facing lingering challenges from the pandemic. Against this backdrop, it has launched a campaign to draw in visitors by championing the belief that “creativity is what makes us human,” as its new tagline says.

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Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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