L.A. Live’s Club Nokia is now the Novo
Club Nokia is no more. Earlier this week Goldenvoice quietly announced the venue, part of downtown’s popular L.A. Live complex, has been rebranded as the Novo by Microsoft.
The Novo, which in Latin means “to make anew, renovate, renew, refresh,” continues the Microsoft Corp.'s rebranding of spaces at the entertainment complex following its acquisition of Finnish cellphone company Nokia in 2013 for a reported $7.2 billion.
Under Microsoft’s naming-rights deal, the 7,100-seat Nokia Theatre was rechristened the Microsoft Theater in June and L.A. Live’s 40,000-square-foot outdoor plaza became known as the Microsoft Square. An eventual rebranding of the 2,300-seat Club Nokia was announced last summer.
The first concert under the new name will be a sold-out show from Atlanta rapper Waka Flocka Flame on Friday.
The Novo will continue to be booked by Jeff Shuman, who joined Goldenvoice in 2015 from the Observatory OC/Constellation Room and Observatory North Park in San Diego.
Since opening in 2008, the venue has hosted more than 250,000 fans annually.
Later this year Microsoft plans on refurbishing the Novo with expected renovations to include improvements to the venue sight lines, lobby area, venue signage and bar upgrades.
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