Hammerson has completed its upgrade to Grand Central’s New Street Mall. The works included the creation of a new, engaging entrance to Birmingham’s Grand Central, enhancing its position as the gateway to the UK’s second city.
The upgrade works underpin Hammerson’s commitment to enhance the customer experience across its flagship destinations through innovative and engaging installations, events and fit-outs.
The initial phase of the improvement works focused on the addition of an innovative lighting installation – the first of its kind in Europe – by partnering with bespoke lighting specialists, The Light Lab. Using the latest in SPI LED energy efficient technology, The Light Lab team designed, manufactured, and installed their bespoke Spectraglass fins, as pioneered at Penn Station, New York, to create a digitally animated ceiling along the New Street Mall walkway within Grand Central. New seating was also introduced, to create a relaxed atmosphere for retailers and visitors.
The second phase involved an upgrade to the double-height atrium entrance, and a striking atrium feature by The Light Lab, entitled ‘Helix’; resembling a strand of DNA, with matching SPI LEDs giving infinite possibilities of colour and movement to welcome visitors to the destination. This installation has created light and welcoming entrance from New Street and Stephenson Street, cementing Grand Central as one of Birmingham’s most iconic landmarks.
Toby Tait, Senior Asset Manager at Hammerson, said: “New Street Mall is part of one of the most vibrant destinations in the country and forms a crucial entrance to the Bullring Estate. We’re always looking at ways to deliver a better experience for our customers and brands; our work with The Light Lab is a fantastic example of that. We’ve got a great track record of installations that make our destinations stand out, and this fresh and dynamic entrance is no different.”
Phil Riley, Director at The Light Lab, added: “We relished the chance to bring our experience in large scale architectural lighting features to enhance the retail experience at Grand Central; working to realise the innovative concepts of HFM architects to create something very unique and enhance the public experience on entering the destination. The complex structure and size of the piece brought its own challenges in both manufacture and installation, which made the project particularly interesting and enjoyable and we hope that it gives pleasure to the people of Birmingham for many years to come.”
Bullring & Grand Central continues to be the destination of choice in Birmingham with new and exciting young brands such as Treetop Adventure Golf and limited eiditon sneaker brand, Kick Game, creating unique experiences. Ongoing safety measures for customers include fixed hand sanitiser stations and clear signage to remind shoppers to social distance.
