NYC’s Avant Gardner Kicks Off Rebranding Amid Scandal And Bankruptcy Fallout: Reports

BROOKLYN, NY — The Brooklyn Mirage, the East Williamsburg music venue, is launching a rebranding effort as it looks to move past recent controversies, according to reports.

Its parent company, Avant Gardner, is looking for a fresh start with a new company name following significant setbacks—including filing for bankruptcy, selling the venue at a discount to Axar Capital Management, and facing plans for a partial demolition.

According to Brooklyn Magazine, an employee revealed that Avant Gardner recently asked staff members to submit suggestions for a new company name as part of the rebrand. However, the employee noted that workers have been largely kept in the dark about the company’s broader plans amid ongoing bankruptcy proceedings.

Financial strain appears to be at the heart of these developments. In August, Bloomberg reported that AGDP Holding, the parent company of Avant Gardner LLC, filed for Chapter 11 bankruptcy in Delaware, citing roughly $155.3 million in funded debt obligations.

In addition, the company applied earlier this year for a $1.5 million demolition permit to remove 32,000 square feet of a temporary three-story structure.

This is not the first time Avant Gardner has faced major challenges. In 2023, Avant Gardner faced major backlash from the Electric Zoo festival, which was marred by logistical and financial failures and led to a class-action lawsuit that damaged the company’s public image.

Even amid the controversy, renovations across its properties continued. Construction at The Great Hall introduced a new mezzanine and LED screens, while redesign plans for the Brooklyn Mirage were expected to last through May 2025.

However, ongoing permitting issues have kept the venue closed for months, delaying reopening despite upgrades to the sound system and an expanded dance floor.

The Brooklyn Mirage’s social media presence has also gone silent. Its Instagram page, once used for event announcements, has since been wiped clean.