& (theatre)
& (until 2023 Espoo City Theatre[1]) is a professional theatre operating in Espoo, Finland. It is maintained by the Espoo City Theatre Foundation, established in 1988.[2] Since 2017, the theatre has been led by Erik Söderblom.[citation needed]
The theatre mounts its own productions and hosts 2–4 international guest performances annually.[citation needed] It offers subtitles through its own mobile application. An English translation is always available, and some performances also have Finnish subtitles.[3] The theatre attracts around 30,000 visitors annually.[4]
The theatre has two main performance venues: Louhisali and Revontulihalli, both located in the Tapiola district – Louhisali in the Espoo Cultural Centre and Revontulihalli on Revontulentie.[citation needed]
New name
[edit]In August 2023, the theatre announced its new name as "&". Artistic director Erik Söderblom described it as a "positive provocation" that highlights "community, cooperation, and togetherness."[5] According to the theatre, the sign "&" symbolises combining things and ideas as well as bringing performers, audiences and cultures together. And also the sign "&" is pronounced as "et", which can also be interpreted as the initials of "Espoon teatteri", meaning the Espoo theatre.[1]
The new name is the result of a two-year branding process, involving theatre representatives and advertising agencies Open Flower, TBWA, and Great Apes.[6] Ulla Onkamo, a language planning specialist from the Institute for the Languages of Finland, criticized the name change as unclear and impractical. She argued that & says nothing about its subject and doesn't even appear to be a name.[7] The Finnish Association of Visual Communication Designers Grafia awarded the &-logo the Gold Peak of Design at the 2023 Vuoden huiput gala. A total of 14 works received the Gold Peak Award, and 40 works received the Silver Peak Award.[8]
References
[edit]- ^ a b "&". Espoo Theatre. 18 August 2023. Retrieved 18 August 2023.
- ^ "Board and Support Association" (in Finnish). Espoo Theatre. Retrieved 21 August 2023.
- ^ "Espoo City Theatre website". Espoo Theatre. Archived from the original on 23 July 2020. Retrieved 23 July 2020.
- ^ "Theatre Statistics 2019" (PDF). Tinfo – Theatre Info Finland. Retrieved 23 July 2020.
- ^ Eleonoora Riihinen (21 August 2023). "The Institute for the Languages of Finland criticizes the &-theatre name: "Unclear and impractical"". Helsingin Sanomat. Retrieved 21 August 2023.
- ^ Samuli Tiikkaja – Mari Koppinen – Don Lehtinen (20 August 2023). "Espoo City Theatre changed its name". Helsingin Sanomat. p. B 22. Retrieved 21 August 2023.
- ^ Ulla Onkamo (21 August 2023). "The purpose of the name &simä". Institute for the Languages of Finland. Retrieved 21 August 2023.
- ^ Susanna Laari (20 April 2024). "Espoo Theatre's controversial & logo wins an award". Helsingin Sanomat. Helsinki: Sanoma Media Finland Oy. p. B 32. ISSN 0355-2047. Retrieved 28 April 2024.
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