Personal taste aside, everybody agrees on the fact that Opera addresses the most primal human emotions. It attempts to shed light on love, hate, lust, despair, greed, fear, etc. These are universal feelings; therefore they are timeless. They don’t rely on the setting of an opera and they find themselves just as poignant and powerful today as in the 16th century. For this reason only, opera is still alive. We needed to highlight this “all too human” core of opera and we needed to do it in a different, more compelling, and contemporary way
So we changed the brand identity of The Lyric Opera.
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