Grand Central Birmingham, Digital

Accessing the 55 million annual passengers at New Street Station, Grand Central is one of the best connected retail spaces in the country. Featuring a dining terrace and anchored by John Lewis, the site provides a mix of convenient and substantial shopping options that redefine transport lead regeneration.

f.r.a. designed wayfinding that seamlessly provides navigation, promotes the retail offer and stitches the scheme into the wider urban context. Grand Central is more than a retail centre it is a portal to the city. We developed a fully integrated, combined digital and static communications strategy that supported discovery of Grand Central from desktop to out-of-home mobile platforms via a responsive website that displayed repurposed content on touch screen totems. We acted as client’s agent and creative lead to drive the development of the digital strategy and coordinate input from the marketing agency and the software build partners to ensure that the overall communication was consistent and holistic in approach.