Troxy is a Grade II-listed Art Deco music venue on Commercial Road in Stepney, London. Built as a cinema in 1933, it has been converted for modern use and hosts music concerts, immersive cinema events, award ceremonies, conferences, product launches, indoor sport, film screenings, parties and weddings. It is considered a vital part of East London's history and was made a Grade II listed building in 1990. It has a capacity of 3,100.
|Former names||Troxy Cinema, London Opera Centre, Top Rank Bingo, Mecca Bingo|
|Address||490 Commercial Road|
London E1 0HX
|Owner||Ashburn Estates Ltd|
|Operator||Ashburn Estates Ltd|
|Type||Early 20th century art deco cinema|
|Seating type||Fixed tiered seating and booths in the circle|
|Opened||11 September 1933|
|Construction cost||£250 thousand|
(£69.3 million in 2018 pounds )
|Architect||George Coles (architect)|
Opened in 1933 on the site of an old brewery, Troxy cost £250,000 to build and when it first showed films had a capacity of 3,520, making it the largest cinema in England at that time. Going to see a film at Troxy was an incredible experience. Inside the building the cinema had luxurious seating, a revolving stage, mirror-lined restaurants and customers were served by staff wearing evening dress. To add to the sense of luxury, Troxy staff even sprayed perfume during film showings. The cinema showed all the latest big releases and had a very special feature: a floodlit organ which rose from the orchestra pit during the interval, playing popular tunes.
Troxy was designed by George Coles, the architect of many art deco cinemas in London. The first film shown at the cinema was King Kong, which is now celebrated by graffiti on the side of the building. Big names from the film and music industry were regular sights at Troxy, with stars such as The Andrews Sisters, Gracie Fields, Petula Clark, Cliff Richard and even Clark Gable visiting it.
The damage inflicted on the East End of London by the Blitz in World War Two and the clearance of local slums robbed Troxy of much of its original audience as the giant cinema closed in 1960, with the last film shown on 19 November that year, featuring Donald Sinden in "The Siege of Sidney Street".
Between 1960 and 1963 Troxy stood empty until the Royal Opera House, Covent Garden, took over and created the London Opera Centre former school for the training of opera singers and professionals, was based there from 1963 to 1977. Its purpose was to be used as a rehearsal space, using an extended stage to create exactly the same dimensions as the Royal Opera House stage. The team made changes to the internal and basement areas of Troxy, creating multiple rooms for the orchestras to use as well as the stage. The Royal Opera House continued to use Troxy until 1990. The following year the building earned Grade II Listed status with English Heritage.
In the 1980s Mecca Bingo took over the venue and bingo sessions were held twice a day, seven days a week until 2005 when the rise of online gambling led to Mecca taking the decision to stop using the building.
The venue was reborn as a live events space in 2006, and has continued to be used for concerts and other events ever since, hosting prestigious awards ceremonies, gigs, film screenings including the world-famous Secret Cinema events and earning a reputation as a sports venue. In 2013 it hosted the NME Awards, with the magazine's editor Mike Williams saying the venue was one of London's "oldest, coolest and most iconic venues". The same year Google chose Troxy as the venue for its annual Christmas party for 1,500 guests.
Seen as one of London’s most versatile venues it now hosts live concerts and gigs including some of the biggest bands to play in the capital. In June 2016 Troxy hosted the annual Kerrang! Awards for the fourth consecutive year and is also regularly used for MMA fight nights. Since it reopened, Troxy has held concerts by bands such as the Jesus and Mary Chain, Flying Lotus, Jarvis Cocker, Beady Eye, Garbage, Morrissey, Doves, Pixies, City and Colour, Stereophonics, Patti Smith and Kano.
Great care was being taken to bring Troxy into the 21st century while preserving its history. The current owners have invested heavily in restoring the venue as much as possible to its original glory while making it suitable for modern audiences.
The venue has also hosted a number of prestigious award ceremonies and televised events with Plan B and Kylie Minogue both awarding accolades to their managers at the venue. Danny Boyle presented about the London 2012 Olympics Opening Ceremony with The Times at Troxy and Channel 4 hosted its Brexit debate at the venue attended by a host of celebrities including Will Self, Sandie Shaw and Sheila Hancock.
In November 2016, Troxy welcomed one of the biggest productions it had ever hosted when British pop legend and former Take That member Robbie Williams chose Troxy for his BRITS Icon concert, a one-off event to celebrate the prestigious honour. Troxy's in-house production team worked hand in hand with the incoming BRITS production team. A new truss had to be installed above the circle to house the huge incoming production. This involved working with a structural engineer to test the weight load of the ceiling to make sure it could be done safely. Robbie performed a host of songs from his repertoire, and the night even featured a surprise performance with his former Take That bandmates, who then presented Robbie with his BRIT Icon Award, an honour he now shares with Sir Elton John and David Bowie. As well as a TV audience of 2.35 million, the BRITS Icon event raised Troxy's profile in the UK music media.
In 2017, Troxy was used as the filming location for Sky One's talent contest, Sing: Ultimate A Capella.
In October 2017, Troxy hosted the launch of Sir Richard Branson's second autobiography 'Finding My Virginity'. The evening was hosted by Lauren Laverne and consisted of anecdotes from the entrepreneur and his friends and business partners over the years, music performances curated by Sofar Sounds and a snacks market provided by young businesses supported by Virgin StartUp.
DICE has been running its ticketing operations since 30 August 2018.
The Troxy organ
One of the unique attractions of Troxy is its Wurlitzer organ, the largest Wurlitzer theatre pipe organ in Europe, which has been restored to its original condition after a six-year project. The Wurlitzer has 1,728 pipes measuring between 16 ft to one inch and is housed in four separate rooms. It has four keyboards, one pedal board and 241 stop keys.
The organ was originally in the Trocadero Cinema in Elephant and Castle, the sister theatre of Troxy, which opened in 1930. It was much larger than the original Wurlitzer at Troxy, which did not survive intact after the venue closed as cinema. The Trocadero was pulled down in 1963 but the organ had been purchased by the Cinema Organ Society three years previously and hence escaped the demolition. It was announced it was being moved to Troxy in 2009, bringing the instrument back to the sort of venue it was originally designed for.
Rated as one of the finest in the world, the Wurlitzer's console can be moved around inside Troxy depending on the occasion. The use of the Wurlitzer is offered to anyone using the venue for their function, and special events are held so people can hear it played.
Troxy has won many awards over the years. In 2013 it was named Venue of the Year at the Eventex Awards and won bronze in the Unusual Venue category at the M&IT Awards in the same year. 2014 was a busy year for awards as Troxy was overall winner of the Eventia Best Venue Team and was named overall winner of Best Venue Team at the Live UK Music Business Awards, which it repeated in the same category in 2016.
Also in 2014 Troxy was highly commended in the Best Venue Space category at the Event Magazine Awards, an event it hosted. Troxy was a finalist for Best Venue at the Evcom Live Awards 2015, and a finalist in the Best Venue Category at the Event Production Awards in the same year.
In 2016 Troxy was awarded the Mark of Excellence in the London Venue Awards and named winners of the Best Venue Teamwork Theatre/Concert Hall at the Live UK Music Business Awards. It was also crowned Best Awards Venue at the inaugural Awards Awards. Helping make 2016 a year to remember was being names the bronze winner for Use of Venue at the EVCOM Live Awards.
In October 2017, Troxy was also crowned 'Best London Event Venue – 500 to 1,000 attendees' at the London Venue Awards.
Troxy is close to Limehouse station which is served by Docklands Light Railway (DLR) and National Rail services. c2c trains, to and from Fenchurch Street Station, to Shoeburyness and Grays in Essex stop at Limehouse. Limehouse Station is in zone two, and sits between Shadwell and Westferry stations on the DLR. Troxy is located on the A13, also known as Commercial Road. The building is served by the following bus numbers; 15,115, 135, D3, N15, N550, N551
- UK Retail Price Index inflation figures are based on data from Clark, Gregory (2017). "The Annual RPI and Average Earnings for Britain, 1209 to Present (New Series)". MeasuringWorth. Retrieved 27 January 2019.
- Historic England. "Details from listed building database (1065742)". National Heritage List for England. Retrieved 28 September 2015.
- "The Troxy, Commercial Road, London". manchesterhistory.net. Retrieved 16 September 2017.
- "Troxy Cinema, Stepney | eastlondonhistory.com". eastlondonhistory.com. Retrieved 16 September 2017.
- Brooke, Mike. "King Kong makes a comeback at the East End's Troxy after 80 years". East London Advertiser. Retrieved 16 September 2017.
- "Troxy Cinema in London, GB – Cinema Treasures". cinematreasures.org. Retrieved 16 September 2017.
- Gilbert and Shir, A Tale of Four Houses, London: HarperCollins, 2003. ISBN 978-0-00-255820-4
- Duncan Smith (14 December 2014). "Leicester Square: Do London's cinemas face a fight for survival?". BBC News. Retrieved 14 December 2014.
- News, Event Industry (7 November 2012). "Troxy chosen as venue for the 2013 NME Awards – Event Industry News". Event Industry News. Retrieved 16 September 2017.
- CIT Magazine: http://www.citmagazine.com/article/1305564/google-holds-staff-party-londons-troxy
- Gigwise: http://www.gigwise.com/reviews/107368/garbage-live-at-londons-troxy-review-setlist-photos-new-album-tour
- Gigwise: http://www.gigwise.com/reviews/105705/city-&-colour-live-at-troxy-london-uk-tour-review-setlist-photos-songs
- Clash Music: http://www.clashmusic.com/live/stereophonics-live-at-the-troxy-london
- The Line of Best Fit : http://www.thelineofbestfit.com/photos/live-photo-gallery/patti-smith-troxy-london-130912-109890
- Stage and Screen Insider: http://www.stageandscreeninsider.co.uk/news/forgotten-venues-the-troxy-celebrates-80-years
- Event Magazine: http://www.eventmagazine.co.uk/pictures-troxy-celebrates-80th-birthday-king-kong/destinations/article/1211406
- Secret Cinema (17 December 2009), Secret Cinema Presents Bugsy Malone, retrieved 16 September 2017
- SquareMeal Staff. "Artist & Manager Awards 2012". Squaremeal. Retrieved 16 September 2017.
- "Robbie Williams: BRITs Icon". BRIT Awards. Retrieved 16 September 2017.
- "'We have to beat the touts': Dice announces Troxy partnership". Music Week. Retrieved 30 August 2018.
- "TROXY REVEALS UK FIRST WITH NEW JBL PA". Music Week. Retrieved 16 April 2019.
- "Europe's largest Wurlitzer Theatre Pipe Organ brought back to life, in pictures". 29 July 2015. ISSN 0307-1235. Retrieved 16 September 2017.
- "Troxy Wurlitzer – original – The Cinema Organ Society". cinema-organs.org.uk. Retrieved 16 September 2017.
- "Latest News".
- House, Ian. "Cinema Organ Society – Southern District – OrganFax". organfax.co.uk. Retrieved 16 September 2017.
- "Winners | Eventex Awards" (in Bulgarian). eventexawards.com. Retrieved 16 September 2017.
- "Eventia Awards Results 2014 | EVCOM". www.evcom.org.uk. Retrieved 16 September 2017.
- "Winners 2014 | Live Music Awards". www.livemusicawards.co.uk. Retrieved 16 September 2017.
- "EVCOM Live Awards 2015 Winners Announced | EVCOM". www.evcom.org.uk. Retrieved 16 September 2017.
- "London Venue Awards | The London Venue Awards". londonvenueawards.co.uk. Retrieved 16 September 2017.
- "Winners 2016 | Live Music Awards". www.livemusicawards.co.uk. Retrieved 16 September 2017.
- "winners | Awards Awards". awardsawards.co.uk. Retrieved 16 September 2017.
- "#EVCOMLives16 Highlights | EVCOM". www.evcom.org.uk. Retrieved 16 September 2017.
|Wikimedia Commons has media related to Troxy.|