The Alexandra Theatre, Birmingham
We’re excited to announce that as of Monday 17 September we have officially relaunched as The Alexandra and are thrilled to reveal our brand-new logo!
This new updated logo nods to historic venue logos from previous years, whilst bringing it up to date to complement our new-look venue, which will be fully unveiled this Autumn.
As previously announced, the revert to our original name is combined with a £650,000 revamp and full corporate rebrand. Works being carried out at the venue include a brand new façade with digital signage, a complete facelift of the historic Grand Circle, with all seats and carpets replaced, improvements to the bar in the Old Foyer in both decoration and speed of service, a revamp of all dressing rooms back of house to improve the experience of our visiting productions, window improvements and even intricate maintenance to the venue’s famous glass chandelier. The works follow a previous refurbishments of the Piano Bar, seating, carpets, toilets and an open plan box office, as well as improvements backstage including a new flying system.
Lisa Mart, The Alexandra Director said:
'Since opening its doors in 1901, The Alexandra has become one of the most important and much loved buildings in Birmingham. Although we have been working steadily to make improvements internally, our dated external appearance has always masked both the luxurious atmosphere of our Piano Bar as well as the beauty of our stunning 1930s Art Deco auditorium. Therefore, we are incredibly excited to have secured the investment to relaunch the venue in a way that not only modernises our external appearance but also celebrates our history by returning to our original name The Alexandra. Investment such as this is integral to ensuring that this building lives on long after us for many more generations to enjoy and the whole venue team have worked incredibly hard to make this possible.’
We can’t wait to share our new and improved theatre with you and thank you for their patience during this period of refurbishment. Works will be complete in time for when the UK tour of the smash-hit West End show Motown The Musical opens at The Alexandra on Thursday 11 October and we eagerly await your reaction!