Green light for Brighton Dome rebranding (From The Argus)

Green light for Brighton Dome rebranding

10:22am Thursday 20th September 2012 in News By Ben James

Controversial rebranding of the Grade I listed Brighton Dome has been given the green light – despite opposition groups claiming it will destroy the building’s character.

The iconic venue will be fitted with new PVC printed banners, various brass letters and a map board.

The Pavilion Theatre will also be renamed the Brighton Dome Studio Theatre and the New Road box office will be painted black.

Heritage groups labelled the changes “tatty”, “inappropriate” and “unsightly”, but councillors at yesterday’s planning committee went with officers’ recommendations and approved the plans.

The only alterations to the original plans were to remove the proposal for a large brass “D” on the New Road side of the Dome.

Selma Montford MBE, secretary of the Brighton Society, sat in on the meeting.

She said: “We are obviously disappointed but have to be thankful that the huge ‘D’ isn’t going up.

“They have gone about it the wrong way. Brighton is all about bright colours and creams and whites but they want to paint the box office black.

“Also, I don’t understand why they are renaming the Pavilion Theatre as the Dome Studio. People will just think that it’s an art studio.”

Planning officers received additional objections from the Regency Society, who said the lettering would “disfigure the historic building”, and the North Laine Community Association, who said that the black ticket office was “inappropriate”.

Other objections were received from residents.

English Heritage meanwhile supported the proposal, saying that it was “restrained in size”.

The applicants say that the changes are intended to unite the various venues under a single brand to help orientate visitors.

Andrew Comben, chief executive of the Dome, said: “We are very pleased  that this permission has been granted.

“We have consulted with a diverse group of stakeholders and many others interested in the protection of the city’s heritage and we carefully considered their views.

“The decision, we believe, will help us to continue to be a sustainable, visible and innovative organisation and act as a bridge to the arts for all.”

The Dome and Corn Exchange were built between 1803-08 as a riding school and stables for the then Prince of Wales.

Along with the Pavilion, the complex is one of the most iconic buildings in the country.