A festive feat of engineering, reflecting the rich heritage of the V&A

Festive concept design for the V&A Museum London

V&A Victorian Christmas

Evoking the spirit of a traditional Victorian Christmas for the Victoria & Albert Museum and the Museum of Childhood.

Design, Production + Installation

StudioXAG

Photography

courtesy of V&A
Christmas concept design for the V&A Museum London
Festive concept design V&A Museum London

V&A Museum x StudioXAG: Victorian Christmas

StudioXAG were commissioned by the Victoria & Albert Museum to create 2016’s Christmas tree for the Museum’s Grand Entrance in South Kensington, along with an accompanying tree at the V&A Museum of Childhood.

Briefed on the theme of Victorian Christmas, our concept was inspired by the Industrial Revolution and the significant developments in engineering during the Victorian era, combined with the festive traditions that began in this period, including the first introduction of the indoor Christmas tree to the UK by Prince Albert.

Victorian Christmas concept design for the V&A Museum London

We used the intricate motifs of the Museum’s iron roof framework as inspiration to create a decorative 4.5m tall metalwork tree dressed with traditional foliage and handmade decorations, displayed at the V&A South Kensington site.

We were also invited to produce a range of decorations including dramatic garlands to adorn balustrades throughout both museums, and numerous smaller traditional trees throughout the V&A.

Festive event space design for V&A Museum London

The Museum of Childhood received a playful take on a Victorian Christmas with toy trains whizzing around the tree’s metal structure.

Closeup of a miniature steam train trundling around the V&A Christmas tree
“My favourite element? Coming up with the idea of the model trains whizzing around the structure was a moment of pure joy.”
Gemma Ruse, co-founder + creative director, StudioXAG
Festive event concept design for the V&A Museum London
Festive event concept design for the V&A Museum London 2
Play Video
StudioXAG cofounder Xavier speaking about our festive design concept for the V&A