In photos: Taylor Swift Songbook Trail at the V&A London – genius marketing and an enjoyable chase around the museum -

The Taylor Swift Songbook Trail at the V&A can only be described as a genius piece of marketing that guides new visitors (young and old) through many of the museum’s fascinating galleries, hopefully sparking new interests and repeat visits in the future.

The free, 13-stop trail across the V&A South Kensington lets you discover iconic looks worn by Taylor Swift, with each of the stops showcasing a chapter in the songbook of her career.

The trail takes you through multiple floors and galleries scattered all across the building, and feels like a voyage of discovery, with signs leading you to the next exhibit.

The museum says:

The trail takes around 60 – 90 minutes and takes place across four floors of the museum. It is approximately 1 mile long, and includes multiple flights of stairs or lifts.

Arrive at the Cromwell Road entrance and head to the Welcome Desk to start the trail. There will be V&A staff on hand to guide you and a step-free route is available.

Please note that if – like us – you arrive late, you’re going to have to hotfoot it around the galleries at some speed as the museum starts closing off some areas from as early as 5:15.

We strongly recommend arriving early so you can be distracted by some of the other great artefacts on display.