Imperial War Museum is accused of 'turning its back on the past' for catering to younger visitors
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By DM REPORTER
Published: | Updated:
The Imperial War Museum (IWM) has been accused of 'turning its back on the past' for deciding to engage with younger visitors who do not relate to the First and Second World wars.
The museum has hired a consultancy firm to create exhibitions and displays that will appeal to 'contemporary audiences' by focusing on more recent conflicts.
It follows the highly criticised decision by the museum in February last year to close its gallery housing the world's largest collection of Victoria Crosses.
The IWM is planning new displays showcasing conflicts that are 'within many of our visitors' living memory', according to a report from its three-year plan for 2026-2029.
These will include the Cold War, Falklands War, the conflicts in Iraq and Afghanistan as well as temporary exhibitions 'exploring rarely told stories and topics'.
In a separate report, called IWM Corporate Plan 2025-2028, executives justified the rebrand by saying there was a 'growing public misunderstanding about what the IWM does and why it exists'.
It said: 'In part, this reflects the growing number of people with no connection to someone who lived through the First or Second World Wars, or who was involved in the post-1945 conflicts.'
Johnson Banks, a London-based design and brand consultancy, has been given a contract to help give the IWM a 'refreshed visual identity and tone of voice'.
London's iconic Imperial War Museum has been accused of 'turning its back on the past' for catering to younger visitors
Many staff were reportedly disgruntled by the IWM's decision to close the Lord Ashcroft Gallery, which displayed more than 200 VC medals and a smaller number of George Crosses.
Lord Ashcroft, 80, said: 'The IWM's decision to close the Lord Ashcroft Gallery and return my VCs and GCs remains baffling.
'I should perhaps not be surprised that the IWM continues to turn its back on the past. Spending money in the pursuit of younger visitors means nothing unless you have something to offer young people.
'In my experience, the heroic actions of those who have gone before remain endlessly fascinating. It is sad to see a great institution so diminished.'
A spokesman for the IWM said: 'Telling the stories of the First and Second World Wars is, and will continue to be, at the heart of IWM's mission.
'The Vision & Purpose project is about ensuring those stories and contemporary conflicts continue to connect with future generations.
'This will help us communicate more clearly why IWM matters and how the stories and lessons of conflict that we share remain just as relevant today.
'We want everyone, from veterans to families and schools, to feel that IWM is for them.'
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