CHICAGO , Illinois ( CNN ) -- Sears Tower is history . As of Thursday , the iconic Chicago , Illinois , skyscraper is now named Willis Tower . It still looks the same , but Sears Tower in Chicago , Illinois , will have a new name : Willis Tower . At least that 's what the owners of the 110-story skyscraper now call it after its new main tenant , the London , England-based insurance broker Willis Group Holdings . However , there are plenty of people who refuse to call it that . More than 90,000 people have joined the group `` People Against the Sears Tower Name Change , '' on the social networking Web site Facebook . `` This name change is absurd , '' one member wrote . `` Would Paris change the name of the Eiffel Tower ? Or London change Buckingham Palace ? Or New York , the Statue of Liberty ? I believe the Illinois Congress needs to proclaim the Sears Tower a recognizable landmark that is known all over the world by people who have traveled to Chicago . '' The group has gathered more than 34,000 signatures on an online petition against the name change . The name change seemed to be a fait accompli , though . A renaming ceremony was scheduled for Thursday with Chicago Mayor Richard Daley . The skyscraper 's Web site also features the new name . Watch sky-high perspective of tower » . `` Having our name associated with Chicago 's most iconic structure underscores our commitment to this great city , and recognizes Chicago 's importance as a major financial hub and international business center , '' Willis CEO and Chairman Joseph J. Plumeri said in a news release . The landmark opened in 1973 with its original occupant , Sears Roebuck & Co . The retailing giant has since moved its headquarters to suburban Chicago . That does n't matter to those against the name change . `` I asked a cabdriver to take me to the Willis tower . He said , 'Where the hell is that ? ' '' a member of the Facebook group wrote . `` That pretty much sums it up . No one will start calling it the Willis Tower . ''
Chicago 's Willis Tower renamed Sears Tower after London insurance broker . More than 90,000 join online group opposing building 's name change . Landmark opened in Thursday with original tenant Willis Group Holdings .