Thousands of people will relax at Vertu Place in the months ahead as Manchester’s Co-Op Live entertainment venue has rebranded its foyer previously known as The Street.
On Monday evening the rebrand was unveiled at a Vertu Secret Gig at the venue for guests invited by the AM100 motor retail group Vertu Motors, which recently decided to drop its Bristol Street and Macklin Motors brands in favour of operating all its dealerships under the Vertu name.
Vertu Place is an expansive foyer, with food counters and a 22-metre long bar, where people can relax and socialise before and after seeing the headline entertainment within the arena.
More than 100 people, including locals, influencers, suppliers and people from Birmingham City FC which Vertu now sponsors, were at the Vertu Secret Gig to see electro music group N-Trance, known for its 1990s dance hit ‘Set You Free’, before DJ Tony Perry kept the party going.
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Liz Cope, Vertu’s chief marketing officer, told Automotive Management on the night that the secret gig was a great opportunity to mark the rebrand, and she was pleased that thousands of people would enjoy the Vertu Place in future.
Promotional activity in the city ahead of the event, including cars bearing QR codes, had made locals aware that the performance would also be streamed live on social media.
Guy Dunstan, general manager of Co-op Live, said: “As a founding partner since Co-op Live first opened, we are delighted to be working alongside Vertu as they launch this exciting new chapter.
“Vertu Place offers fans a unique space to enjoy pre, during and post-show, and with its rebrand, will further deliver an elevated fan experience to all attending Co-op Live’s world-leading events and performances.”
Robert Forrester, chief executive of Vertu Motors, said: “As a founding partner of Co-op Live, we are hugely proud to have played our part in the early success of the venue, and as our business evolves, we are delighted to take the wraps off Vertu Place.
“As a focal point for visitors to Co-op Live, Vertu Place has been designed as a vibrant and welcoming destination in its own right, and the ‘Secret Gig’ was a fantastic way to show off the new look for the first time in a unique way.
“With a wide and varied range of events planned at Co-op Live in the future, we look forward to welcoming fans to Vertu Place and further enhancing their whole experience of visiting the arena.”
