TOCA Social Birmingham

Birmingham, United Kingdom

Reinventing a Landmark in the Midlands

TOCA Social Birmingham transforms the historic Bullring into a dynamic hub of immersive football themed entertainment, fostering connection and revitalising the city’s social and cultural landscape.

TOCA Social Birmingham boot and cloakroom and wall with balls

People sitting at tables in TOCA Social Birmingham

23 Immersive AR-Equipped Pitches
Immersive Multisensory Tunnel Entrance
Midfield Bar as a Spectacular Focal Point
Inclusive Design with Step-Free Spectator Boxes
Event-Ready Stage with Stadium-Inspired Design
Flexible Layout for Content Creation and Broadcasts

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.

TOCA Social Birmingham with biophilic ceiling

“

With its vibrant and culturally rich atmosphere, Birmingham is the ideal location for our expansion, and there is no greater destination in the region to bring TOCA Social to than the Bullring.

—Alex Harman, President at TOCA Social

TOCA Social Birmingham dance floor with DJ booth

A group of people playing a game at TOCA Social Birmingham

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