The Phoenix Theatre is located on Charing Cross Road near to a host of shops and hotels, and was designed by Sir Giles Gilbert Scott, Bertie Crewe and Cecil Masey. Ever since its opening in 1930 with debut play Private Lives starring a young Laurence Olivier, the theatre has been host to numerous successful plays and musicals. Past musicals include That Baker's Wife and Into The Woods, and since 1991, Blood Brothers has been showing at the Phoenix, which is now the theatre's longest ever running production.The interior of the Phoenix is often considered to be one of London's finest. Designed by director and designer Theodore Komisarjevsky in an Italianate style, golden wall engravings and plush, red carpets make the theatre a very striking one.