Hammerson has signed Lane7, the boutique bowling concept, at the Bullring Estate, as it continues to deliver its strategy to reinvigorate its assets through new brands, entertainment and experiential concepts.
The 28,000sq ft space on Link Street, which connects Bullring and Grand Central, will be Lane7 Group’s biggest investment to date and serve as its flagship.
Lane7 will use the size of the Bullring Estate location to introduce its widest range of games yet, and, in a first for the brand, a rooftop terrace bar with views across Birmingham city centre. It is set to open in summer 2023.
Hammerson is shaking up Bullring Estate, diversifying its proposition to create a multi-use destination that fits the needs of current and future visitors.
Lane7 follows TOCA Social, due to open in summer 2023, and Treetop Adventure Golf in significantly broadening the offer. Combined with the quality of Grand Central restaurant and dining line-up, Hammerson is also creating a new social and entertainment district in the heart of Birmingham.
Toby Tait, director asset management, Hammerson, said: “The Bullring Estate plays host to the very best retail brands, but we need to go further to provide consumers with an even greater range of reasons to visit. Lane7 is reflective of this approach and the brand has embraced our ethos to create a concept at the Bullring Estate that will define the future of its business. Along with our existing leisure experiences, the Bullring Estate is able to play an even bigger role in the lives of even more consumers, creating a resilient, relevant and successful destination that thrives through its diversity of offer.”
The Bullring Estate heralds a new wave of sites for Lane7, with the brand targeting the UK’s best cities, with a young audience, as part of an ambitious national expansion programme.
Tim Wilks, director at Lane7 Group, commented: “Birmingham has been a strong city for Lane7 since we opened our first site. Our sustained success meant we needed something bigger in Birmingham but, keen to evolve the Lane7 concept, we also wanted something special. This is where the Bullring Estate came in. That Hammerson is leading the way with how it is evolving its portfolio was evident from our very first discussions. We have worked together to create the ideal space and I am confident we will deliver a new standard for experiential leisure in the city.”
