TOCA Social Birmingham

CHALLENGE
In the wake of increased demand for in-person experiences post-pandemic, cities like Birmingham are looking to revitalise urban spaces and foster human connection. The challenge was to transform a vacant floor in the historic but underutilised Bullring shopping centre into a vibrant hub of social and leisure activity. TOCA Social’s new venue sought to tap into the growing trend of immersive, interactive entertainment, creating a space where people can gather, connect, and engage in shared experiences.

SOLUTION
Gensler partnered with TOCA Social to develop a football-themed entertainment destination at the Bullring, building on the success of its London location. The venue design transformed the former Debenhams site into a dynamic space featuring an immersive tunnel entrance, 23 Augmented Reality-equipped pitches, and a central Midfield Bar. The venue features an inclusive and adaptable design, offering various entertainment and social spaces while staying true to TOCA Social’s brand.

IMPACT
TOCA Social Birmingham has reinvigorated a key site in the city, creating a vibrant social hub that brings people together through sports and entertainment, from diehard football fans to general visitors seeking new attractions. The entertainment destination has enhanced Birmingham’s cultural landscape and set the stage for potential expansions in other cities, aligning with the growing demand for immersive, in-person experiences.