Troxy expansion set to attract new promoters

The Vaccines at Troxy (pic: Ben McQuaide)

East London’s live music venue Troxy has increased its capacity from 3,050 to 3,600 as part of a £1.5 million restoration programme designed to give visitors an ‘audience-first’ experience at the Grade II Listed Art Deco space, built in 1933 as a cinema.

Previously disused basement areas which were part of Troxy’s original 1933 cinema footprint have been restored and reopened for the first time in decades and improve audience flow and comfort, according to Troxy’s managing director Tom Sutton-Roberts.

“Every decision has been focused on improving the fan experience and making nights run more smoothly, while unlocking parts of the building that are vital to our future,” he says.

Opened as a cinema in the 1930s, Troxy went on to host historic concerts by artistes including Vera Lynn and Cliff Richard in the 1940s and ‘50s, while in the latter half of the 20th Century it was, variously, a rehearsal and storage facility for the Royal Opera House and a Bingo Hall. Renovated as a live music venue in 2006, its first major public show, in 2008, was Nick Cave and the Bad Seeds, while Patti Smith, London Grammar, The Cure and The Vaccines (pictured) have since graced its stage.

Simon Eaton, the venue’s head of live, says, “This increased capacity helps promoters who are currently selling out quickly to earn incremental revenue, vital to the industry which is trying to keep ticket prices accessible for fans. We already have loyal acts who call Troxy home, so we’re hoping this will help us establish another wave of new promoters who are keen to bring special gigs to the East End. We’re proud to be a fan-first venue.” 

In 2018, Troxy says it became the world’s largest mobile-only ticketed venue, using digital tickets and technology to lock out touts.

The latest development sees the return of one of Troxy’s original 1930s features: a hidden organ lift, which will allow the console of its iconic Wurlitzer organ to rise from beneath the stage for special performances: a nod to the building’s past as a grand cinema.

Artistes due to perform at Troxy at the time of writing include Tricky, Geese, Kurt Vile & The Violators and Death Cab for Cutie.

Link:

https://troxy.co.uk/

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Left: New Art Deco inspired toilets are part of the improved customer experience at Troxy (pic: Colin Moody) Right: The Art Deco frontage of Troxy (pic: Fred Howarth)