Brigade Hospitality has rebranded its MLR Convention Centre as MLR Cultural Centre, reflecting the venue’s evolution into a hub for arts, culture and creative expression.
The rebranding includes a refreshed logo and visual identity and comes as the Whitefield venue increasingly hosts cultural programming spanning music, theatre, dance, literature and performing arts, alongside its traditional role as a convention and events destination.
According to the company, the new identity acknowledges the transformation of the venue from a conference-focused facility into a platform for meaningful cultural engagement. Brigade Hospitality clarified that the name and branding of its MLR Convention Centre property will remain unchanged.
Commenting on the development, Gurmeet Singh, Assistant Vice President, Brigade Hospitality, said the rebranding recognises the venue’s growing cultural significance. “The identity change to MLR Cultural Centre acknowledges the transition that the venue has undergone in the recent past, with cultural activities taking precedence over conferences and corporate events. While we will continue to accept these events, the focus will definitely be more towards celebrating the vibrant arts and culture India has to offer,” he said.
He added that the company aims to position the venue as a space where artists, audiences and ideas come together to create memorable experiences.
With the rebranding, Brigade Hospitality is seeking to strengthen MLR Cultural Centre’s positioning as a key destination for cultural programming and live performances in Bengaluru, aligning with the growing demand for dedicated arts and community spaces within urban centres.
