Hammerson has announced that TOCA Social, the world’s first and only interactive football and dining experience, has officially opened at Bullring & Grand Central, its Birmingham city centre destination. This marks the brand’s second UK site and first location outside of London.
The launch of TOCA Social reflects Hammerson’s strategy to broaden the use and purpose of its destinations through new uses including entertainment, leisure and social concepts which engage audiences and diversify revenue streams. The selection of Bullring & Grand Central demonstrates the appeal and quality of Hammerson’s city centre assets to high-profile brands.
TOCA Social has taken a space above M&S and Zara, completing the repurposing of the former Debenhams. The offering combines immersive football-based gaming with a five-star food and drink offering.
Featuring 23 interactive football boxes, TOCA Social Birmingham houses four bars, with a creative food menu designed to complement and enhance the games’ experience. Exclusive to the Bullring location, the menu includes “The Gunpowder Wing,” inspired by Birmingham’s curry culture. Open seven days a week, TOCA Social is designed for all ages, abilities and football interests, and offers packages for various occasions, including corporate events, screenings, and special occasions.
Alex Harman, president at TOCA Social, commented: “Launching our second UK site and first outside of the capital is a milestone moment for TOCA Social. As the UK’s second city, and 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.”
Toby Tait, director of asset management at Hammerson, added: “Our vision is to create vibrant, multi-use destinations which offer an exciting mix of complementary social uses, from retail and entertainment to culture and art. The opening of TOCA Social embodies this approach and demonstrates how we are expanding the proposition of our destinations. As a regional first, we are excited to welcome TOCA Social to Bullring and can’t wait to get playing!”
TOCA Social’s second UK site will further strengthen Bullring & Grand Central’s leisure provision, complementing the recent additions including virtual reality pioneers, Sandbox VR, and boutique bowling alley brand, Lane7. It also follows the announcement that Zara will significantly upsize this year taking over 51,000sq ft, alongside new openings from Swatch, Clarks, Mexican restaurant brand Zambero and independent retail brand Pop Street.
