‘Olivia Deansgate’ Rebrand Sparks Accessibility Questions Ahead of Brits

A Manchester railway station has been temporarily renamed as part of the build-up to this weekend’s Brit Awards — but such stunts have previously drawn criticism from disability campaigners.

Commuters arriving at Deansgate are currently greeted by signs reading “Olivia Deansgate”, a tribute to Grammy-winning singer-songwriter Olivia Dean. The rebrand comes ahead of the ceremony at the Co-op Live arena on Saturday, the first time the Brit Awards has been held outside London.

Dean is set to perform an intimate charity gig at Manchester’s Albert Hall as part of a week of celebrations linked to the awards. Northern, which operates services through the station, has confirmed the signage change is temporary.

While many passengers have welcomed the light-hearted gesture, similar short-term station renamings in the past have been criticised by disability campaigners. Concerns have centred on the potential for confusion, particularly for blind and partially sighted passengers who rely on consistent wayfinding, audio announcements and clear station identification. Campaigners have previously argued that unexpected name changes — even for promotional purposes — can create unnecessary barriers for some travellers.

Alongside the station rebrand, Manchester city centre is hosting a Brit Awards art trail, featuring murals and billboard takeovers by local artists in the run-up to the main event.

Image: Northern