The inclusion of “Royal” in the name of the Royal Opera House is “off-putting” to the general public, its chief executive has claimed, ahead of unveiling a project to “open up” the building.

Alex Beard, who has been in post since 2013, said the Covent Garden opera house suffered judgments about its title, with those who are not familiar with its work fearing it is not for them.

A redesign of the building, due to be officially opened this week, is intended to make it more welcoming to visitors, allowing them to see its activities from the outside before being lured in.

In an interview with the Sunday Times magazine, Beard said: "Well, we had three problems. "Royal. Opera. And House. Each of those words is charged.

“They say this place is exceptional and high quality, but if opera isn't part of your world and the royals are by definition 'other', and this is not your 'house', it can be a bit off-putting.