The former “purple building” on campus finally has a name.

University Research Park announced Tuesday that the building located at 1403 University Ave. will be called @1403 and will serve as a startup hub on the University of Wisconsin campus.

“We aim to contribute to Madison’s startup ecosystem and especially for entrepreneurs on campus,” URP Managing Director Aaron Olver said. “We hope @1403 will become a useful campus-oriented startup infrastructure.”

D2P will continue to occupy the first floor, while Madworks Coworking’s accelerator program, the UW Law & Entrepreneurship Clinic and gener8tor’s gBETA program will occupy the second floor.

University Research Park, with the help of a financial contribution from the Wisconsin Alumni Research Foundation, purchased the building, according to Olver.

Olver noted @1403’s proximity to the Wisconsin Institutes for Discovery, the College of Engineering and the computer science department.

“We hope it will be useful to students and faculty members that need a place to pursue innovative ideas beyond their campus offices and labs,” Olver said. “We also invite people outside the UW who want to be part of that space to consider joining and contributing to the community.”

The announcement was made during an anniversary party for Merlin Mentors.