Digital Valor: Lord Ashcroft Launches Virtual VC & GC Collection After Museum Closure

By Matthew Richardson, Innovation & Technology

LONDON – November 11, 2025 – Lord Ashcroft today launched a comprehensive 3D virtual tour of his world-renowned Victoria Cross (VC) and George Cross (GC) collection, a move spurred by the recent closure of the dedicated gallery at the Imperial War Museum (IWM) in London. The launch, timed to coincide with Armistice Day, offers a digital lifeline to a collection many feared would be sidelined, but also ignites a wider debate about museum curation, historical narratives, and the role of digital preservation.

For over 15 years, Lord Ashcroft’s assemblage – widely considered the largest of its kind – captivated visitors at the IWM, showcasing acts of extraordinary bravery spanning nearly two centuries. However, the IWM’s decision not to renew the gallery’s lease triggered a public outcry and prompted Lord Ashcroft to take matters into his own hands.

“This isn’t just about medals; it’s about the stories of incredible courage and sacrifice,” a source close to Lord Ashcroft explained. “He felt a responsibility to ensure these stories weren't lost.”

The newly launched website, LordAshcroftMedalCollection.com, features a detailed 3D rendering of the collection, allowing users to examine each medal and learn about the recipient’s remarkable acts of valor. While specific technical assessments are currently limited, the platform represents a significant investment in digital heritage and a novel approach to preserving and sharing historical artifacts.

A Shifting Narrative at the IWM?

However, the launch isn’t simply a matter of providing digital access. It’s also a response to what Lord Ashcroft perceives as a shifting curatorial direction at the IWM. Sources indicate a growing concern that the museum is prioritizing contemporary social themes over traditional military history.

“There’s a feeling that the IWM is becoming less about ‘what happened’ and more about ‘how it feels’,” a museum insider admitted anonymously. “While broadening narratives is important, there's a risk of losing sight of the core mission.”

The IWM maintains that the decision not to renew the lease was driven by a need to rotate collections and create space for exhibitions reflecting a wider range of historical perspectives. A spokesperson emphasized the museum’s commitment to diversity and inclusion, highlighting recent exhibits focusing on post-war conflicts and social justice issues.

“We are committed to telling a multifaceted story of conflict and its impact,” the spokesperson stated. “This requires us to regularly reassess our exhibitions and ensure they reflect a broad range of voices and experiences.”

However, critics argue that this broader focus comes at the expense of honoring traditional acts of bravery and sacrifice. “The IWM has a duty to preserve the memory of those who fought for our freedoms,” a military historian commented anonymously. “Diluting that focus undermines its core purpose.”

The Rise of Digital Heritage

Regardless of the curatorial debate, the launch of Lord Ashcroft’s virtual collection underscores the growing importance of digital heritage. As museums grapple with limited space and resources, digital platforms offer a viable solution for preserving and sharing historical artifacts with a global audience.

“Digitalization is no longer a luxury; it’s a necessity,” a digital heritage specialist explained. “It allows museums to overcome geographical barriers and reach new audiences, while also providing a level of detail and interactivity that traditional exhibits simply can’t match.”

The virtual tour allows users to zoom in on individual medals, read detailed biographies of the recipients, and explore the historical context of their acts of valor. While it can't replicate the emotional impact of seeing the medals in person, it offers a level of accessibility and detail that was previously unavailable.

“It’s a different experience, but it’s still a powerful one,” a visitor to the website commented. “You can really appreciate the craftsmanship of the medals and learn about the incredible stories behind them.”

A Complex Legacy

The launch of Lord Ashcroft’s virtual collection isn’t just about preserving history; it’s also about shaping its narrative. By taking control of the digital platform, Lord Ashcroft is ensuring that the stories of courage and sacrifice are told on his own terms.

“He’s not just a collector; he’s a storyteller,” a source close to Lord Ashcroft explained. “He wants to ensure that these stories are remembered and honored for generations to come.”

The move has sparked a wider debate about the role of private collectors in preserving and sharing cultural heritage. While museums often rely on private donations, they also retain control over the narrative. By launching his own digital platform, Lord Ashcroft is challenging that traditional power dynamic.

Ultimately, the success of the virtual collection will depend on its ability to engage and inspire a new generation of visitors. While the digital realm can’t fully replicate the experience of seeing the medals in person, it offers a powerful and accessible way to preserve and share the stories of courage and sacrifice for generations to come. The launch of this virtual collection raises critical questions about museum curation, digital preservation, and the evolving landscape of historical storytelling – questions that will likely shape the future of cultural heritage for years to come.