V&A East: Exploring London’s New Museum of Contemporary Culture

As the V&A East Museum prepares to open its doors in London’s Queen Elizabeth Olympic Park this weekend, the conversation around museum labor practices has intensified across the Atlantic, particularly in cities like Chicago where cultural institutions grapple with similar equity questions. The timing couldn’t be more pertinent—just as Gus Casely-Hayford describes his vision for the modern space as a place where visitors “come here and dream,” labor advocates in the UK are pushing for the V&A to turn into a living wage employer ahead of its Stratford debut. This global dialogue resonates deeply in Chicago’s museum corridor along Michigan Avenue, where institutions like the Art Institute of Chicago and the Museum of Contemporary Art have long been focal points for discussions about fair compensation in the cultural sector.

The V&A East opening represents more than just another museum launch. it’s the culmination of an eight-year, £135 million development that transforms a former Olympic site into a cultural beacon. Designed by Dublin-based O’Donnell & Tuomey, the building’s architecture draws direct inspiration from Cristóbal Balenciaga’s fashion designs—particularly his concept of “Ma,” the space between elements—which translates into a layered composition where circulation routes unfold through interstitial spaces, turning movement itself into part of the visitor experience. As highlighted in Dezeen’s coverage, the façade reads like a folded surface that shifts character with changing light, embodying the fluidity Casely-Hayford hopes to inspire in guests.

Inside, the permanent exhibition “Why We Make” spans two floors with 500 fashion and design objects exploring identity, wellbeing, environmental responsibility, and social justice—from Molly Goddard’s dramatic “Daria” dress at the entrance to a Daoist priest’s robe from the 1800s. The museum likewise launches with its first temporary exhibition, “The Music is Black: A British Story,” tracing Black music-making in Britain from transatlantic slavery to the post-war era. Outside, Thomas J Price’s 18-foot bronze sculpture “A Place Beyond” stands as a welcoming yet ambiguous figure, symbolizing the hybrid creativity that has long defined East London’s cultural landscape—a point Casely-Hayford emphasizes when noting how generations of immigrants transformed the area into “a crucible of creativity and cultural dynamism.”

Yet beneath the celebratory opening narratives, a significant labor advocacy campaign has gained momentum. As reported by The Guardian, unions and worker groups are calling on the V&A to implement real living wage standards for all staff, including contracted workers, ahead of the Stratford opening. This push reflects broader trends in the UK cultural sector where institutions face increasing scrutiny over pay equity, particularly for front-of-house, security, and cleaning staff often employed through third-party contractors. The timing—on the eve of a major public opening—adds strategic pressure, echoing similar tactics used successfully at institutions like Tate Modern and the National Theatre in recent years.

For Chicagoans watching these developments, the parallels are striking. Along the city’s Museum Campus, institutions contend with comparable challenges regarding contracted labor and wage standards. The Field Museum, Shedd Aquarium, and Adler Planetarium—all major employers along Lake Shore Drive—have faced their own employee advocacy efforts in recent years, particularly around healthcare access and scheduling fairness for part-time and seasonal workers. What’s unfolding in London offers a case study in how public pressure, timed with high-profile openings, can shift institutional priorities—a dynamic familiar to anyone who’s followed the gradual improvement of worker conditions at Chicago’s own cultural anchors following sustained community engagement.

The socio-economic ripple effects extend beyond paychecks. When museums adopt living wage policies, research shows corresponding improvements in employee retention, visitor experience quality, and community trust—factors that directly impact an institution’s ability to fulfill its educational mission. In Chicago’s context, where museum attendance remains a vital economic driver for neighborhoods from Hyde Park to Rogers Park, equitable labor practices aren’t just ethical imperatives but strategic investments in long-term cultural vitality. The V&A East debate thus becomes a mirror for Chicago’s own cultural institutions as they navigate post-pandemic recovery whereas balancing accessibility, excellence, and workforce dignity.

Given my background in urban policy analysis, if this trend impacts you in Chicago—whether you perform in a cultural institution, live near Museum Campus, or simply value equitable access to the arts—here are three types of local professionals you need to realize:

• Cultural Labor Policy Analysts: Look for experts with specific experience in museum and performing arts sectors who understand the nuances of contracted vs. Direct employment models in cultural institutions. The best analysts can benchmark Chicago’s institutions against national peers while identifying leverage points for change within existing union contracts or city procurement policies.
• Community Benefits Agreement (CBA) Negotiators: Seek professionals who specialize in crafting legally binding agreements between developers, institutions, and community coalitions—particularly those with recent success negotiating wage and hiring provisions for large-scale projects along the lakefront or in TIF districts. They should demonstrate familiarity with Chicago’s Community Benefits Ordinance and experience working with aldermanic offices on cultural development projects.
• Workforce Equity Auditors for Nonprofits: Prioritize auditors who conduct comprehensive assessments of pay equity, benefits parity, and advancement pathways specifically within 501(c)(3) organizations. Effective practitioners will examine not just base wages but also differential access to professional development opportunities, scheduling predictability, and pathways from contracted to direct employment—key concerns highlighted in both UK and Chicago museum worker surveys.

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