The London Architecture Biennale has changed its name to London Festival of Architecture (LFA) - because too many people can't pronounce 'biennale'.
At last night's (21 May) launch of the four-week extravaganza - which will run from 20 June to 20 July 2008 - founder Peter Murray said: 'Many of the people with whom we want to work can't pronounce 'biennale''.
Murray also explained that the name change would help avoid confusion with exhibitions from the Venice Biennale, which are also due to visit London next month.
The newly named LFA will have the theme of 'Fresh!' and will be based around five 'hubs': South Kensington, Bloomsbury and Covent Garden, Southwark and South Bank, Clerkenwell and the City, and Canary Wharf and Docklands.
Each hub will form the focus for one weekend of the festival. The other reason for extending the run, said Murray, was to give exhibitions a longer period in which to attract visitors.
LFA, which will continue to run every two years, is to have a permanent home with Pipers Projects, the organisation that runs New London Architecture at from the Building Centre in central London.
The event is still seeking sponsorship. So far the largest backer is London's newest design body, Design for London, headed by Peter Bishop.by Ruth Slavid