Link Street
Located between Grand Central Station and the Bullring in Birmingham, an outdated and overlooked mall presented a unique opportunity to transform this tired space into a stand-alone retail destination with its own distinct offer and tenant mix from its neighbours. The goal was to introduce a curated selection of boutique retailers that would appeal to a younger, trend-driven audience.
Signage & wayfinding
Interior concept design
Interior refurbishment
Project management
Lighting design
Asset enhancement
Customer experience strategy
Retail design & project management
What we delivered
We developed Link Street – a vibrant retail hub with a refined, contemporary edginess. The design focused on clarity and impact, using a clean monochrome palette, we stripped out the ceiling and used white box-style shop frontages to give the retailers maximum stand-out. Angled lighting and dynamic floor patterns guided customers through the space, creating cohesion while amplifying each brand’s presence and draw customers in.
Why it was game changing
Link Street has emerged as a standout destination in its own right. It has successfully attracted a mix of fresh, youth-focused brands into the heart of Birmingham, establishing itself as a go-to location for pop-up retail. Continually evolving, this innovative shopping mall now delivers an engaging and ever-changing experience that complements the city’s wider retail offer.
“The Beyond team with their specialist expertise has assisted Hammerson across our UK assets, driving the standards of retail design and delivering some great outcomes across the portfolio.”
Judith Kelly, Head of Retail Design and Delivery for Hammerson
