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O2's days numbered as 3 gets set for re-brand

The O2 in Dublin is to soon have its name signs replaced as part of the re-branding of the music venue.

Amphitheatre Ireland Ltd, which operates the docklands building, has submitted an application to Dublin City Council about the change.

It comes following the takeover of O2 Ireland by mobile phone operator 3 Ireland.

Amphitheatre has requested a ruling from the council over whether replacing the existing five external signs needs planning permission.

In their place, signs "at the same locations and of the same type, size and illumination to comprise of the new sponsor's name" would be installed.

The firm has asked the local authority if such a development is or is not exempted from a requirement to obtain planning approval.

It will be latest name-change for the venue, having formerly been called the Point Depot.

The O2 was Europe's first venue of its size which was custom designed for live music, the Dublin Docklands Development Authority (DDDA) notes on its website.

The old Victorian warehouse had its pillars moved to create an amphitheatre-style design and improve the acoustics.

It has a capacity of 14,000 and was developed by the Point Exhibition Company, made up of Live Nation and businessman Harry Crosbie.

Upcoming gigs include singer/songwriter Ed Sheeran in October followed later in the month by Lady Gaga.

The takeover means 3 has become the country's second biggest mobile operator with over two million customers.

The company formally completed its €780m acquisition of its rival last month, more than a year after the deal was first announced.

The move gained approval from the European Commission in May.

Next year, both UPC and Carphone Warehouse will launch mobile services on the 3 network, which was one of the conditions of commission's approval.

However, regulator ComReg said competition issues "will not be fully addressed" by the measures agreed.