Jewish Community Centre gets rebranding
London’s new Jewish Community Centre, currently nearing completion on Finchley Road’s Swiss Cottage, is set to open formally in autumn 2013.
But, before that, the project’s leaders have decided on a name change for the building: JW3, to reflect the postcode location of the centre.
Jewish community centres have traditionally been a North American concept that has not translated to the UK.
Dame Vivien Duffield was inspired by the JCC in New York to launch the scheme in London, and it was New York’s Y on 92nd Street, known as 92Y, which inspired the name-change.
Debbie Klein, chair of the JCC board, said: “I love the name. It reflects our aspiration for the building to be a home from home and a cultural destination.”