The Athena Leicester: from silver screen to a scene-stealing events space

It’s fitting that this remarkable venue in the heart of Leicester shares its name with a certain ancient Olympian. Among other attributes (wisdom, patron of the arts), Athena was the Greek goddess of strategy – and for Midlands-based PRs wishing to make a splash, choosing this converted art deco gem for an event space would be a very strategic move indeed. Wise, you might say.

Whether you’re launching a product, hosting a show-stopping awards do or creating a branded experience, Athena has it all. Let’s start with the history – because atmosphere matters. Originally opened in 1936 as an Odeon cinema, the Grade II-listed Athena was one of the largest single-screen movie palaces in the area, seating over 3,000. While it later fell into dormancy during the 1990s, it’s since been lovingly restored to its original art deco glory.

A flexible venue

And as such, it’s one of the most flexible and PR-friendly venues one could wish for. With capacity for anywhere between 120 and 1,500 guests, and state-of-the-art audio-visuals (AV), with crystal-clear sound and full fibre connectivity, it’s been a pull for everyone from O2 to British Gas, Comic Con and the Cheese and Gin Festivals.

As inferred, the Athena is vast – there’s 2,000 square metres of continuous, carpeted event space here, and it’s yours to shape as you will. It can morph into an exhibition hall, fashion runway, awards ceremony, food festival or tech showcase. And, while too many events take place in interchangeable beige boxes, Athena, suffice to mention, delivers art deco elegance, cinematic history and pure personality in spades, with an aesthetic that’s tailor-made to pop in press shots and socials.

Athena’s central location is as practical as it is inspiring, making logistics beautifully simple for planners and guests alike. Slap bang in Leicester’s Cultural Quarter and just a short stroll from the train station, it’s a doddle to get to and surrounded by bars and restaurants – and plenty of hotels for overnight stays. It even has 120 onsite parking spaces – so even your most flustered VIP has no excuse not to arrive in style.

Lights, camera, live stream!

Behind the gorgeous, elegant facade lies some serious firepower, including 100Mb dedicated fibre connection for livestreams and hybrid events and state-of-the-art sound, lighting and visuals. While menu-wise, Athena’s catering team deliver everything from press breakfasts (miniature pastries, bite-sized canapés and locally roasted coffee) to sit-down three-course dinners, fit for the gods.

But down to business: each of Athena’s event rooms has a distinct personality and purpose. Originally the main auditorium of the 1930s cinema, the vast Cinema Suite offers tiered seating, immersive AV, and uninterrupted stage views, for anything from a daytime keynote or a glittering awards ceremony, TED-style talks, or attention-grabbing product reveals.

Networking opportunities

Meanwhile, with its plush interiors, the Deco Lounge is perfect for networking receptions, media briefings, product teasers or assorted branded photo ops. The Gallery is for quieter, curated moments – a versatile space for press interviews, talent prep, podcast recordings or green room glam. It’s also ideal for creative workshops, content creation zones or backstage operations.

Finally, the boardroom-style City View room is ideal for executive roundtables. Flooded with natural light and framed by Leicester’s skyline, it’s a great spot for a press breakfast or a (yes) strategic meeting. 

So really, it’s highly appropriate that this venue takes its name from the goddess of wisdom and strategy. In a world where brand impact is everything, choosing Athena is a superbly tactical move.

• Find out more about the Athena Leicester and its event spaces.

Ali Catterall is an award-winning writer, journalist and filmmaker whose writing has featured in the Guardian, Time Out, GQ, Film4, Word magazine and the Big Issue, among many others. Ali is also the writer and director of the 2023 film Scala!!!

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