Culture & Entertainment Tourism The Arts Project Announces New Brand Identity Tap Centre for Creativity

  • By Tourism London

The ARTS Project has unveiled their new brand image and identity as TAP Centre for Creativity. As an incubator for emerging theatre, visual and performing artists, this change encompasses everything the organization does and its role in London’s arts scene.

With a gallery, black-box theatre, multi-use workshop spaces, and ten resident artist studios all within their historical building downtown, TAP provides a variety of facilities and programs for artists to present and create work, that not many people knew about until now.

“It was very common hearing people who engage in our gallery say they did not realize we had a theatre space. On the other hand, we have avid theatre attendees who did not know we have resident artists working in studios upstairs. Even though we collaborate with all different types of artists and creators, many people thought we only focus on visual art because of our name,” said Sandra De Salvo, TAP’s Executive Director.

“With changing our name to TAP, we are able to tell our full story and truly be an open, lively space where the community and all kinds of artists can connect, experiment in their work without risk, and tap into creativity.” 

While artists and groups can affordably rent space at TAP to develop or present their work, the organization has grown significantly in terms of its educational programs and creative initiatives for the community to engage in. This includes the Emerging Artists Studio Program, Arts on Tap workshops, Unscripted speaker series, LDN Convergence, and the annual Ting Comic & Graphic Arts Festival. Along with their re-brand, TAP is launching a new initiative called LAB203 where artists can apply to present new installations in TAP’s front studio that looks out onto Dundas Street, giving them the opportunity to test their ideas and create new work.

“When we started developing this new brand, a focus group was held where a participant told us how they have always known us as TAP – not only because it was the acronym for The ARTS Project, but because they know they can come here to tap into the local arts scene and engage hands-on in a variety of creative forms,” Said De Salvo. “That’s when it clicked and the team realized this brand was sitting in front of us all along.” 

The announcement of the new name occurred earlier today online, and there will be a launch party tonight from 6 to 9 p.m. to celebrate the news. This is a free event for everyone to attend and experience the space. 

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