V&A East opens its doors
V&A East opened its doors to the public on 18 April, marking a significant moment in East London’s growing cultural landscape. Alongside the museum’s opening, visitors will discover a new on-site shop dedicated to celebrating creativity, craft, and the spirit of making.
The new V&A East shop will feature a carefully curated range of products that champion the creativity of East London, spotlight small-batch makers, and offer exclusive items unavailable elsewhere. Accessibility has been central to the curation, with more than 70% of the range priced under £30, ensuring the offer appeals to a broad audience.
In addition to its core range, the shop will present exhibition-specific collections, beginning with merchandise inspired by the opening exhibition The Music is Black.
Following the opening of V&A Storehouse in May 2025, the new museum forms part of the wider Stratford regeneration creating a major cultural destination on the East bank. Together, these developments further position this part of London as an essential cultural destination for both local communities and international visitors.
Some of the items for sale at the V&A East shop include ceramics by Deptford based Fern Taylor and bold trays by Hackney studio Smith & Goat.
The shop was designed by Studio Mutt, a Liverpool-based architecture and design studio known for its pop-culture-inspired approach, in collaboration with the V&A East Youth Collective. Conceived as a destination in its own right, the space features a playful and colourful layout with built-in flexibility to accommodate pop-ups, in-store activations and events.
Exclusive jewellery for the V&A Shop include sweetie style jewellery by British maker, Hattie Buzzard
