Plans have been submitted to Dublin City Council to redevelop the exterior of Dublin's 3Olympia Theatre.
The building is known for its iconic red branding but that is set to be changed soon.
Last September, Three Ireland announced that they were entering an eight year sponsorship deal with the concert hall and it was to be renamed "3Olympia Theatre."
Plans were submitted by Olympia Productions Limited to the Council on February 7 seeking permission for "new pediment signage... replacement shopfront to no. 73 Dame Street and repairs to the entrance area."
They want to replace the two "wall mounted signs facing Dame Street" with three "anodised aluminium fins to form an arching signage canopy fixed top and bottom with diagonal supports fixed into the masonry walls".
The plan also includes the repainting of decorative panelling and the construction of a new glass panelled window with a LED advertisement screen.
Dubliners took to Twitter to react to the plans, with one saying it was "tragic".
A Twitter user wrote: "This is so upsetting".
Another said: "I have nothing else to say except this makes me really sad."
A third wrote: "This is actually shameful."
The last day for observations on the planning application is March 14, 2022.
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