Grand Central Birmingham


The Fair were asked to deliver the launch event for Grand Central, Birmingham City’s new £150million premium retail and dining destination which sits above the transformed New Street Station. Opening its doors for the first time on 24th September,  Grand Central is the home to 60 premium shops, restaurants and cafes and includes one of the largest John Lewis department stores in the country.


  • We worked with key Grand Central stakeholders including Birmingham City Council, Network Rail and Savills to deliver a complex, immersive experience in a busy train station.
  • To create launch event content that would not only capture the attention of the global media but had the ability to be captured by bystanders who would then seed the content through their own social networks to gain greater reach.
  • We also worked on resilience tabletop models with Network Rail, West Midlands Police, British Transport Police and Train Operating Companies to look at the wider city impact of one of Birmingham’s busiest ever weekends.
  • To deliver a stand out launch event that took place during the wider Birmingham Weekender which saw the city hosting 2 sell out matches for the Rugby World Cup as well as a variety of arts entertainment taking place throughout the city.


  • Launch activity included a series of entertaining Flash Mob performance pieces throughout the day.
  • We worked with APAA (Aston Performing Arts Academy) to ensure we never missed the local connection and looked to develop engaging and well curated moving performances.
  • We worked closely with the creative director at APAA and choreographed each performance piece specific to a location on the main concourse in New Street Station.
  • Each performance involved a live band playing an interpretation of a popular track (suggested by ourselves and APAA and signed off by the client), accompanied by live vocalists and dancers.
  • Full on site production – including AV, Performers, Videographers and Brand Ambassadors.
  • H&S – RA, MS, Supplier audit, EMP, table top meetings, resilience planning meetings, command and control meetings.
  • Crowd management – working alongside Network Rail and their crowd safety management team – Show and Event Security to ensure the customer flow into grand central worked as per the planned crowd modelling.


  • 204,000 visitors over the launch.
  • 6 pieces of Flash Mob activity were filmed and edited by our Video team and shown on the “Media Eyes” within 45 minutes of taking place – the first agency to show content on these screens.
  • Hosted 52 journalists, executed 10 live outside broadcasts, 15 pre-record packages, and more than 100 pieces of launch day coverage….all over a 48 hour period.

“The launch event for Grand Central was a real success. Working with The Fair, we delivered a series of engaging events which wowed those watching. I am delighted with the partnership which delivered a memorable event for Grand Central and Birmingham.

Ashley Innis
Communications and Engagement Manager
Grand Central Birmingham

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