Image via Google mapsEvery music fan in Ireland knows the Olympia Theatre - now known as 3Olympia Theatre.
Last year the phone and broadband provider announced it's partnership with the iconic music venue.
Apart from the slight change of name, nothing majorly changed of the surface, but new plans to give the building an overhaul are causing controversy online.
Plans have been submitted to Dublin City Council to redevelop the exterior of building, which would see the iconic red and white walls repainted to grey.
As someone wrote, the last thing Dublin needs is more grey.
— Tom Laramie (@Irishbackroads) February 21, 2022
Dublin Live also reports
They want to replace the two "wall mounted signs facing Dame Street" with three "anodised aluminium fins to form an arching signage canopy fixed top and bottom with diagonal supports fixed into the masonry walls".
The plan also includes the repainting of decorative panelling and the construction of a new glass panelled window with a LED advertisement screen.
People have reacted angrily to the news, with some claiming it as another attempt to kill off culture in the capital.
Here are some before and after images of what is proposed for the Olympia Theatre https://t.co/5Hx8ONXjM5 pic.twitter.com/pVqR0Ms4hq
— Killian Woods (@killianwoods) February 20, 2022
Fixed it pic.twitter.com/feI32uRFba
— Drew Kavanagh (@kavatarz) February 21, 2022
Another example of how utterly tone-deaf brands can be when they enter into this sponsorship agreements. So frustrating and all it'll deliver to 3 Ireland is negative press.
Olympia Theatre to lose its famous red exterior in rebranding https://t.co/KrmlkmEb9x via @businessposthq
— Molly King (@mollyk_ing_) February 20, 2022
