The purpose of the Victoria and Albert Museum is to enable everyone to enjoy its collections and explore the cultures that created them; and to inspire those who shape contemporary design. All our efforts are focused upon a central purpose - the increased use of our displays, collections and expertise as resources for learning, creativity and enjoyment by audiences within and beyond the United Kingdom.

Thumbnail of About the V&A + RIBA architecture partnership

About the V&A + RIBA architecture partnership

The V&A and RIBA Architecture Partnership is the name given to the initiative of the Victoria & Albert Museum and the Royal Institute of British Architects to promote the understanding and enjoyment of architecture.

Thumbnail of V&A + RIBA Collections

V&A + RIBA Collections

Discover the collections of the V&A and the RIBA; together they form the world's most comprehensive architectural resource

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Marketing the V&A

Marketing a museum is the process of identifying the needs and wants of the visitor and delivering benefits that will satisfy or enhance their  experience.  Marketing also helps maximize the performance of the museum. It is a complex activity requiring extensive creativity, planning, organisation and problem solving.  The following is a short introduction to the way marketing is carried out at the V&A.

Thumbnail of Lady Clementina Hawarden and the V&A

Lady Clementina Hawarden and the V&A

The V&A's collection of photographs by Clementina Hawarden came to the Museum following an exhibition in 1939: Early Photographs to Commemorate the Centenary of Photography, 1839-1939 at the Museum.

Thumbnail of The V&A Beatrix Potter collections

The V&A Beatrix Potter collections

The V&A holds the world's largest collection of Beatrix Potter's drawings, literary manuscripts, correspondence, photographs and related materials, and hosts a changing display on particular aspects of her work in the Beatrix Potter Showcase.