A new 3D virtual tour of the Lord Ashcroft VC & GC Gallery launched on November 11, 2025, coinciding with Armistice Day. This innovative online experience is available on a newly created website, LordAshcroftMedalCollection.com, shortly after the physical gallery at the Imperial War Museum in London closed its doors to visitors on September 30, 2025. The gallery was home to one of the world’s largest collections of Victoria Crosses and George Crosses, amassed over the past 40 years by Lord Ashcroft.
Lord Ashcroft’s collection includes over 240 Victoria Crosses, the highest military honour for gallantry in the United Kingdom and the Commonwealth. His collection has been on display at the gallery for the past 15 years, but the IWM’s decision to close it has drawn significant criticism. In response, Lord Ashcroft expressed his disappointment, stating, “I was heartbroken when I learnt of the IWM’s decision. However, when I discovered quite how many other people were equally distraught at the news, I resolved to do something to counter the loss of the gallery.”
A Virtual Tribute to Bravery
The launch of the virtual tour aims to preserve the legacy of these medals and share their inspirational stories. Lord Ashcroft noted that the new website will showcase “hundreds of inspirational tales of courage,” covering major conflicts over the last 170 years, starting from the Crimean War, which led to the establishment of the Victoria Cross.
In his remarks, Lord Ashcroft distinguished the focus of his virtual exhibition from the future direction of the IWM, which he claims will prioritize themes of diversity. He stated, “Whereas the IWM will in future highlight diversity and other woke subjects, my new website will champion courage, particularly the recipients of the VC and the GC, those exceptional men and women whom I like to refer to as ‘the bravest of the brave’.”
The virtual tour features displays of various medals, including one of only three VCs and Bars awarded since the decoration’s inception in 1856. This prestigious medal has been granted to individuals who demonstrate outstanding bravery in the face of enemy action.
Future Plans for Public Display
In addition to the virtual tour, Lord Ashcroft is exploring options to enable public exhibitions of his collection again. He aims for his medals, including other gallantry decorations, to be accessible to a wide audience for generations to come. Updates regarding new exhibitions will be announced through the website, ensuring that the legacy of bravery continues to be celebrated.
Lord Ashcroft is a well-known businessman, philanthropist, author, and pollster. Over the past 20 years, he has dedicated himself to promoting the theme of courage, having lectured extensively and authored seven books in a series focusing on heroism, largely based on his medal collections. For those interested in exploring the new virtual tour, visit lordashcroftmedalcollection.com.
For more information about Lord Ashcroft’s initiatives, visit lordashcroft.com or follow him on social media at @LordAshcroft.
