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A souvenir book for the worlds largest museum of decorative arts and design.

Our brief was to create a book that showcases the entire V&A representing the scale, breadth and soul of the Museum. We developed the concept of celebrating the building, the collection history and archive through three core sections:

The Building – A photographic insight into the beauty of the museum itself. Using perceptive photography of interesting and unusual architectural elements which are often overlooked.

The Collection – Our core idea was to remove scale and hierarchy from the objects. By pairing seemingly unrelated items through word play, shape association or similarity of context we created a fun way to view content, read the book and discover parts of the V&A you might not usually visit.

The Unseen – With over 75% of the collection carefully archived in various V&A buildings away from public view, this section of the book is a photographic exploration through the hidden gems of the museum.

The concept and structure has been thoroughly embraced by the V&A across departments – quickly becoming one of the museums’ bestsellers.

Project Scope

Print, Design, Art Direction

Related Links

V&A – Buy

Design Week

It’s Nice That


“Planning Unit worked on the V&A Souvenir book, which became the embodiment of what the V&A is hoping to be about. Each step of the process – even the more problematic ones – was taken in a considered and thoughtful way, they also made it a fun project to work on”
Tom Windross, Senior Editor, V&A
“The coolest museum guide in the world”
Susannah Priede, Commercial Lead, V&A Publishing