Gensler’s master plan aims to re-define a whole district of Birmingham as the UK’s premium business, tourist, and retail destination. Birmingham Smithfield provides one of the largest development opportunities in the City Center of Birmingham. The gradual renaissance of the city continues apace, and this strategic area of underutilized land can now reinforce the city center as a place to live, a place of culture and a place to do business. The plan proposes a complementary mix of new leisure and entertainment uses, a major cultural institution, and a regional Tech Hub that draws on the burgeoning tech sector in neighboring Digbeth. The opportunity for Birmingham to now accommodate major events will help to underpin the city’s growing profile on both the national and international stage.