Grand Central

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 to capture the attention of the global media and by bystanders.

To deliver a stand out launch event that took place during the wider Birmingham Weekender.


Launch activity included a series of entertaining live music Flash Mob performance pieces throughout the day.
We worked closely with the creative director at Aston Performing Arts Academy and choreographed each performance piece specific.
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


204,000 visitors over the launch.
6 pieces of Flash Mob activity shown on the “Media Eyes” within 45 minutes of taking place.
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.