WestEndExtra

The independent London newspaper

Save the Tricycle! Backlash over new name for theatre

Famous arts venue to be called ‘The Kiln’ after recent multi-million-pound refit

25 April, 2018 — By Dan Carrier

Campaigners collecting signatures for the petition to halt the name change

THE former artistic director of the Tricycle Theatre has hit out at plans to rebrand it with a new name.

Nick Kent told the Extra that changing the famous arts centre to be called “The Kiln” was “tragic” and a “commercial misstep”.

Hundreds of people have signed a petition against the changes.

Mr Kent’s successor, Indhu Rubasingham, said the new name was a “natural evolution” after the theatre’s recent multi-million-pound refit. It will open again in October with the new name, but objectors are hoping there will be a change of heart.

Nick Kent

Mr Kent, who ran the theatre between 1984 and 2012, said he could not understand the decision.

“I am mystified why they should get rid of a major brand – it is a commercial misstep,” he said, adding that he believed it would take five years for the public to recognise a new name.

A spokesman for the theatre said: “We have thought about this for a long time and consulted audience members, staff, our young company, our board and many members of our communities. We’ve had an overwhelmingly warm response from our donors and supporters, from the theatre world and the people around us in Kilburn, along with record-breaking advance ticket sales for our new season.”

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