V&A Dundee to adopt flexible ticket pricing to help ensure access for all

Off-peak hours at a reduced rate will be on offer for paid-for exhibitions

Dundee’s V&A is to be one of the only museums in the country to adopt a variable pricing scheme for paying exhibitions.

A digital ticketing system will be in place at the waterfront museum which will allow for changing ticket prices for people who are “challenged” financially.

This would allow visitors to enjoy off-peak hours at a reduced rate.

The museum will be one of the few in the country to have such a system in place, according to a VisitScotland spokeswoman, who added that no National Museums of Scotland attractions have anything similar.

The museum’s Scottish design galleries will be free to enter.

However, special exhibitions will be ticketed.

Philip Long, director of V&A Dundee, said: “Our focus is on a flexible policy for the changing exhibition, to allow people who might be challenged by the full ticket price to plan a visit that will be more affordable. We are putting in place a digital system that allows a much more flexible system. It will not be the case that a ticket will always be one price.”

A V&A spokeswoman said: “V&A Dundee is a new museum which is free to enter, with free galleries and paid-for major exhibitions, and from the start we have looked at how to make the museum as accessible as possible.

“The ticketing system at V&A Dundee is being developed to be flexible, and we plan to offer promotions and discounts at off-peak times to support accessibility.

“There will also be a range of concessions and opportunities for schools to access exhibitions for free.”

The museum will open on September 15, with Ocean Liners: Speed and Style being the first exhibition.

The actual prices of ticket concessions and discounts are still to be announced.

A ticket for Ocean Liners will cost “£12 or less”.

The museum is expected to attract half a million visitors in its first year.

Last week, architect Kengo Kuma described the building as his “greatest achievement”.

Picture: Steven Brown. The new museum is expected to attract half a million visitors in its first year.