LOS ANGELES (CBSLA.com) — The Nokia Theater is no more.

Officials unveiled new signage Tuesday for the Microsoft Theater at the 7,100-seat concert and special events venue at L.A. Live. It’s all part of an effort to rebrand the dining and entertainment hub’s 40,000-square-foot outdoor plaza into “Microsoft Square”.

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The theater, formerly known as Nokia Theatre L.A. LIVE, opened in Oct. 2007 and has hosted more than 3.5 million guests attending over 700 concerts, family shows, product launches, conventions, special events and annual awards shows, including the Primetime EMMY Awards, ESPY Awards, BET Awards, American Music Awards, People’s Choice Awards, MTV Video Music Awards and others.

A memorial held for late Lakers owner Jerry Buss was also held at the theater in 2013.

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The overhaul is the latest investment in Southern California for Microsoft, which opened facilities in Silicon Beach in 2013 along with four new retail stores in the region.

“We are proud to partner with one of the world’s greatest and most recognizable brands,” said Lee Zeidman, President, Microsoft Theater, L.A. LIVE and STAPLES Center. “As technology continues to transform the live entertainment business, I couldn’t think of a better partner to help us create an even better experience for our fans…both on the stage and throughout Microsoft Theater.”

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The first show at the newly-named Microsoft Theater will be A.R. Rahman: The Intimate Concert Tour on Wednesday at 8:00 p.m.