Brooklyn Mirage‘s parent company, Avant Gardner, is officially ready for a reset.
The company has asked employees to rename the beleaguered East Williamsburg entertainment complex as it navigates the fallout of its recent bankruptcy filing, a stalled demolition and a wiped social media presence, BKMAG reports.
Avant Gardner’s staff members were reportedly invited to submit new names for the business. Notable submissions included “New Dimension,” “Social Experiment,” “Sub Wolf” and even “The Brooklyn Mirage.” One employee, who asked to remain anonymous, told BKMAG they feel shut out of conversations about the company’s future, while still being asked to contribute ideas for its rebrand.
“There hasn’t been much transparency with employees about the transition itself and what it means for everyone, but they’re still asking for input about an eventual venue name change, which suggests systematic overhaul of some kind,” the employee said.
The rebrand comes after a failed $30 million renovation of the Brooklyn Mirage, which led to a $155.3 million Chapter 11 bankruptcy filing as permit issues and mounting “severely overdue” bills prevented the venue from opening for the 2025 season. It was ultimately sold to longtime lender Axar Capital Management and a demolition permit was submitted to tear down roughly 32,000 square feet of the complex, but the Department of Buildings has reportedly pushed back on the application.
For now, the future of the Mirage remains in limbo. The venue’s Instagram was emptied of its content, with its bio now reading: “It’s not the end – it’s just the beginning.”
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