Cultural marketing and communications agency Good Culture has been appointed to lead the ambassadors programme strategy for V&A East, in collaboration with the V&A’s in-house team, ahead of V&A East Museum opening in April 2026.

The agency’s remit for this specific brief span's cultural strategy, talent and creator partnerships, earned-first communications, with the potential for community engagement and activations, all crafted to introduce V&A East in a way that feels culturally relevant, bold, and unmissable.

Good Culture’s approach will ensure the museum’s debut resonates across diverse audiences, establishing it as a dynamic hub for art, design, and culture through the V&A East Ambassadors Programme.

The V&A East ambassador programme will activate with talent across music, fashion, sports, film, the arts and more with launch activity beginning in the lead-up to V&A East Museum’s April 2026 opening.