It is a tale as old as time. A museum is slightly disappointed in its visitor numbers. Curators get together and conclude that the problem is a lack of young people. A large reorganisation takes place, usually driven by the hand of a consultancy firm, to seduce the elusive Gen Z visitor into their hallowed halls. The result is a far less interesting museum, no new young visitors, and those that loved and patronised the museum feel left behind and gradually stop going as well. This is the long march through the institutions for the twenty-first century.  Previously, we have seen Kew Gardens, the Mary Rose and the National Maritime Museum all transformed by it.  

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The latest victim is the Imperial War Museum (IWM), which will be spending £1 million on a major rebrand which will highlight modern conflicts because younger visitors apparently can’t relate to the First and Second World Wars. To justify their decision, museum executives........

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