Cheltenham Art Gallery and Museum to be renamed The Wilson
CHELTENHAM Art Gallery and Museum will be rebranded under a new name: The Wilson.
The borough council’s cabinet met this evening to weigh up the pros and cons of changing the name of the newly refurbished venue and after a brief debate members unanimously decided to proceed with the switch.
However, the cabinet did stress that while The Wilson name, taken from the town’s renowned scientific explorer Edward Wilson, will receive top billing, there will still be a place for the old title.
Rowena Hay (LD, Oakley), cabinet member for sport and culture, said the new name would honour one of the town’s “most famous sons”.
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She said: “Encompassing all that this building has to offer in one name was never going to be an easy task.
“The rebrand will reposition this amazing place on the international and national stage, changing the art gallery and museum from a local attraction to one that can boost Cheltenham’s international and tourism profile.”
The building in Clarence Street has undergone a £5.9 million refurbishment since it closed in April 2011.
The borough council hired a creative consultancy to come up with ideas for the rebrand.
Three options were presented to the authority for it to choose from: The Wilson, C-MAG and 51.
The museum is due to reopen on October 5.