The NEC has unveiled details of its extensive £4.5 million transformation which will completely change the look and feel of the iconic Birmingham based venue. The first phase of this three-year project – the exterior of Halls 1 and 5 – began in June and is set to be completed in late August.
Kathryn James, Managing Director for NEC Group Conventions and Exhibitions said: “We have seen our NEC campus change radically over the past three years. We began our journey as an exhibition venue, and are now a thriving 24/7 business and leisure destination. We are attracting more and more visitors each year as the amazing content hosted by our exhibitions, conferences, live events and attractions – both on campus and within the NEC – develops.”
The NEC campus now attracts over seven million visitors annually to the NEC, Genting Arena, Vox conference centre and Resorts World Birmingham. This number is set to grow as the site’s first permanent attraction – The Bear Grylls Adventure – opens this autumn.
Kathryn continued: “We have a rich heritage of over 40 years, but, whilst the services we deliver have evolved, the exterior of the venue has stayed the same. This transformation that we fondly call Project Facelift, will give the venue a modern and impactful look which is a great fit with the exciting developments on campus – happening right now and in the future.”
The new design will see 37 pyramid translucent structures – created by architects Acivico – that can be backlit to create a stunning visual effect. Sandwiched between the pyramids are a series of vibrant colour panels designed by global agency McCann. The complex project is being managed by CBRE with Base Structures, Ultimate Coatings and SPV Group looking after the specific aspects of the installation. Alongside the recent investment of over £4 million in 185 high-spec digital displays across the site, the project will make the NEC Campus an even more dynamic and engaging environment for all customers.
Kathryn added, “This project is a solid example of how we take on board feedback from our visitors, exhibitors and organisers to find out what can make their customer experience even better. The improved NEC look will bring a new dimension to our organisers’ shows as their visitors will feel they are not just arriving at a venue, but an event.
“As the NEC campus continues to grow and thrive, this investment is an integral part of our wider masterplan that we’ll develop over the coming years.”