Design tops bill at Royal Albert Hall

The Royal Albert Hall will re-open with a revamped identity, its first retail space and a new-look café next week, to mark the completion of a nine-year, £70m redevelopment programme.

Interiors at the Consort Café have been refreshed by Softroom and the venue’s first shop features interiors by Manchester design group Apple. Both facilities will open during the whole day for the first time, in a bid to attract more visitors to the building.

According to Royal Albert Hall head of business development and marketing Tracy Cooper, the work is part of a move by the venue to market itself as an ‘iconic destination’, rivalling the Sydney Opera House on the world stage.

‘People go to the Sydney Opera House regardless of what’s on. We have an iconic building and want people to consider us as a destination, not just a venue,’ she explains.

The Fitch London-designed identity, is being implemented by Fitch breakaway group 35, which is now brand guardian for the hall.

35, which has been working on the project since October last year, will create marketing and communication materials – including programme calendars and the annual report and review – and has also created a visual language and brand guidelines.

A redesigned website, www.royal alberthall.com, created by Good Technology, launched in January.

The venue will be officially re-opened by HM the Queen next Tuesday.