& (Theatre)
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& (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.
The theatre has its own productions and hosts 2–4 international guest performances annually. 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.
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] 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]- ^ "&". 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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