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. They’re also contending with underutilised buildings that need updating. TOCA Social saw an opportunity to tackle both challenges by repurposing an aging landmark into an immersive, interactive space that brings people together and adds vibrancy to an urban neighborhood.

Gensler partnered with TOCA Social to develop a football-themed entertainment destination at the Bullring, an historic but underutilised shopping centre in the heart of Birmingham. The venue design transformed a vacant floor into a dynamic space featuring an immersive tunnel entrance, 23 Augmented Reality-equipped pitches, and a central Midfield Bar. It’s inclusive and adaptable, and offers various entertainment and social spaces while staying true to TOCA Social’s brand and building on the success of its London location.

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