Victoria & Albert Museum

The Victoria & Albert Museum (V&A) of London was the largest lender of artwork to the Shanghai Expo Museum at the 2010 Shanghai World Expo. V&A wished to draw more visitors to the Museum’s exhibits at the Expo as well as entice Chinese tourists to visit the Museum itself when in the U.K. It leveraged the 2010 Shanghai World Expo as a unique, large-scale communication platform to raise online and offline awareness of the V&A among the Chinese, especially the younger generation. AS well as reinforcing the image of the V&A as a leading international institution that focuses on art, design and fashion, it also demonstrated the value of intercountry cultural exchanges by raising awareness of the V&A’s cooperation with the prestigious National Museum of China. The popular Shanghai Expo Museum drew 1.6+ million visitors. Through its participation at this venue with its impressive lender collection, the V&A attracted recognition as a major, fascinating museum destination.