Primark Birmingham
Primark’s Birmingham development is much more than just another shop. It was a transformational development for the city’s retail landscape which took a tired shopping centre and turned it into a thriving hub.
Previously known as The Pavilions, the site was suffering from competition with more modern retail centres in Birmingham such as the Bullring and Mailbox. When Primark acquired it, more than half the units were vacant and the City Council had already suggested it be demolished as part of the HS2 project.
The redevelopment and revitalisation of the Pavilions is a modern success story which became a regional winner at the Constructing Excellence Awards 2020.
Transformation into the largest fashion retail store in the world
When Primark got hold of The Pavilions, the company had an ambition to regenerate the space and turn it into a landmark. They achieved that with the creation of what was named the largest fashion retail store in the world by Guinness World Records. It also changed the entire street scene around it, making this more than a simple retail development.
An extremely complicated phased construction plan was undertaken to implement a design which reflected the character and history of the local area. The aesthetics and function of Birmingham’s Victorian retail arcades were updated to create a renewed shopping arcade that prioritised pedestrians and opened up this retail centre once more.
The scale and character of the building was reinforced by a complex anodised aluminium façade which turned the new Primark development from a simple retail update into a true landmark.
Innovative façade development to help the building stand out from the competition
The Pavilions building is located within an impressive local context. The Grade II Listed Rotunda, the Library of Birmingham and the Bullring shopping centre are all nearby. That makes standing out a difficult task. To do so, Primark Birmingham needed a unique and attention grabbing exterior.
The high street façade is made up of illuminated double-skin mesh panels which break the façade down into a series of facets to provide oblique views. Combined with the pattern of the metal, this leads to Moiré effect – a fascinating visual result which is active and compelling both up close and from a distance. It’s the sort of design choice you need to make when trying to stand out in such a crowded location.
Each panel was anodised with our Anolok® Bronze ,to enhance the beauty of the façade. The deep, rich metallic colour ensured that the building’s beauty was not just reliant on a visual effect. It was also chosen to suit the local environment and reflect Birmingham’s heritage.
Additionally, our anodised finish guarantees that the façade is durable and resilient for the long-term, contributing to the sustainability and safety of Primark Birmingham for decades to come.
Peter Watts, Managing Director at United Anodisers, said: “Primark Birmingham was one of our most interesting projects. The façade needed to do a lot of heavy lifting and our Anolok® Bronze anodised aluminium finish provided the richness and visual beauty required. This is a building which needed to stand out to succeed, and the façade does just that.”
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