Grand Opening of V&A East Museum

Images courtesy of VAM Events & Thomas Alexander

The V&A East Museum opened with a two-day launch celebrating one of London’s most anticipated cultural openings. The moment built on our longstanding partnership with the Victoria and Albert Museum, having supported its openings at V&A East Storehouse, Young V&A, and the newly refurbished Gilbert Galleries.

Welcoming over 800 guests each night across two consecutive evenings, the event transformed the space into a dynamic, multi-sensory celebration, bringing together music, culture, and creativity within the museum’s newest home.

Set within Queen Elizabeth Olympic Park in Stratford, just moments from the V&A East Storehouse, the museum has been over a decade in the making. Rocket was entrusted to curate the food and drinks experience across both evenings, working in close collaboration with Event Concept and Nyetimber. The result was a seamless launch that reflected both the ambition of the institution and the creative energy of East London.

the experience

Guests arrived to a striking visual welcome, with light projections washing across the building’s exterior, turning the museum into a beacon of colour and movement within the park. The guest list brought together key figures from London’s cultural landscape, including the Mayor of London, alongside high-profile names such as musician Calvin Harris and writer and presenter Amelia Dimoldenberg, offering an early glimpse of the space ahead of its public opening. 

Across both nights, the experience unfolded over four floors, each with its own distinct identity. From live DJs to vocal performances, the building carried a constant sense of movement and rhythm, with a line-up celebrating Black musical talent, including a standout performance from Morcheeba. 

Guests were also among the first to explore the museum’s exhibitions ahead of the public opening. At its core was The Music is Black: A British Story, featuring iconic pieces such as Joan Armatrading’s guitar and looks worn by Little Simz. Alongside this, Why We Make presented an interactive display of over 500 objects co-created with local young people, adding a strong community-led dimension to the experience. 

Canapés & Drinks

The menu was rooted in a strong sense of place, drawing on East London suppliers to celebrate the creativity and quality on the museum’s doorstep. By championing local producers, the food became an extension of the location itself, highlighting the depth and diversity of the area’s food scene. 

Dishes included bresaola crostini with celeriac remoulade, using cured meat from Cobble Lane Cured, and spiced cauliflower pops finished with hot honey from London Honey Co. The approach kept things modern and locally rooted, with bold flavours and considered sourcing. 

The first evening was designed to celebrate the architecture of the building itself. Inspired by its form, which draws on the iconic shapes of the V&A logo, canapé presentation and service elements echoed these clean lines and geometric details. Tray design and styling followed a structured, refined aesthetic, reflecting the building’s design without overcomplicating it. 

In contrast, the second night shifted into a more playful, expressive direction. Colour, energy, and vibrancy took centre stage, reflecting the cultural programming and atmosphere of the evening, with a bolder feel carried throughout. 

At the bars, Nyetimber sparkling wine was served alongside a curated cocktail list with a fresh, summery profile. Standouts included the East London Garden with vodka, elderflower, and crisp apple, and a green chilli and lime colada, described by the client as “the drink I never knew was missing from my life.”

the result

Two standout nights celebrating the arrival of the V&A East Museum, the launch captured the scale and cultural significance of this landmark new space. Bringing together music, design, and hospitality, the experience felt expansive yet carefully considered, leaving a lasting impression across both evenings. 

Feedback from the V&A team reflected the strength of delivery: 
“It was unbelievably reassuring to have Rocket there across both days. Nothing was too much trouble, and everything was handled with such calm confidence.”

Holly Cruz, Rocket’s Head of Venues, said:

“It’s such an honour to have worked alongside the V&A across all three openings, from the Young V&A to the V&A Storehouse and now the V&A East Museum. Being part of these landmark moments and watching the vision evolve each time has been incredibly special for both myself and the Rocket team.”