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Continuing Birminghams historic street pattern has been a major influence on Bullrings design. The scheme is composed on three axes, two of which form a natural extension to the city's principal shopping streets of New Street and High Street. Between the two, St Martins Walk, a new pedestrian boulevard, restores historic linkages to the city's traditional markets beyond St Martins Church, where House Race was filmed.
Designed by concept architects Benoy, Bullring has been conceived as a series of malls, open spaces, covered streets and public piazzas, with the two department stores, Debenhams and Selfridges, providing an anchor on each side of the scheme. The new Debenhams store represents the first of the groups new concept stores, while Selfridges futuristic store design has already become an iconic symbol representing Birmingham.
The design of Bullrings mall pattern has created a unique opportunity to cluster brands in a series of prime locations across three trading levels. Defined by different design treatments, each trading level has its own distinct personality in terms of retail mix: high street fashion and al fresco dining at Lower Level; younger fashion and lifestyle retailing at Middle Level; and aspirational fashion on the Upper Level, East Mall.
Photography: Michael Betts
A key element of Bullrings design is its permeability and the way in which new open spaces and walkways throughout the three level scheme have been designed to link into the city centre - and form an extension to Birminghams existing prime retail pitch. The natural gradient of the site - sloping some 19 metres from north to south - has been integrated in Bullrings design so that each trading level has access to a ground floor entrance.
At Upper Level, shoppers will be drawn into the scheme via new malls created as a natural extension to both New Street and the High Street. Upper Level, East Mall, the mall continuation of New Street into Bullring towards Selfridges, is the citys new focus for fashion style leaders, while the mall continuing as an extension from the High Street towards Debenhams, provides a focus for mainstream fashion multiples. In between, St Martins Walk, the central pedestrian boulevard, runs from Birminghams landmark Rotunda building to open out at the new public piazza of St Martins Square - set to become the citys newest destination for open air dining. This was the building site for House Race.
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