The Royal Academy of Arts is introducing half-priced exhibition tickets for all visitors aged 25 and under.
The institution says the move is a bid to help make the RA’s exhibitions more accessible. It will run alongside the existing offer of free exhibition entry for under 16s.
An existing discounted membership scheme for young people is being extended to include all under 35s. The RA’s Young Friends Membership, which starts from £65 a year, offers unlimited access to exhibitions.
RA Secretary and Chief Executive Axel Rüger said he is “delighted to be able to offer new ways into the RA especially designed for a younger audience”.
“With an exceptional autumn exhibition programme and longer opening hours, we look forward to welcoming new visitors.”