Over 4,000mprinted banner covers Smallbrook Queensway

Embrace Building Wraps have installed a giant building wrap covering the vacant Smallbrook Queensway building in Birmingham city centre for Commercial Estates Group (CEG).

The Grade B locally listed property is located along the Smallbrook Queensway, with the Bullring Shopping Centre adjacent to the east, the Chinese Quarter to the south, Centre City, Norfolk House and New Street Station to the north.

With the 2022 Commonwealth Games taking place in Birmingham this summer, CEG appointed Embrace to wrap the Smallbrook Queensway building to dramatically enhance the streetscape.

Greg Forster, Managing Director at Embrace Building Wraps, said:

It’s great to be back doing something gigantic in Birmingham again, having previously delivered the world’s biggest printed wrap for Hammerson at Selfridges. Now we have delivered another challenging and spectacular project in the heart of the city centre just around the corner at SBQ.

The imposing building is such a colossal structure. On the front elevation we had to ensure that seven component mesh banners – each the same size as two tennis courts – aligned and connected exactly to form one enormous, printed building wrap. We also measured the locations of 49 individual protruding lights with pinpoint accuracy in order to accommodate using precise premade envelope slits along the banner.

In terms of scale, the whole install covers an area of 4,006 square metres. The Embrace Building Wraps team were responsible for delivering a fully engineered bespoke wire frame system, digitally printing the mesh PVC giant banner, and completing the full installation of the giant building wrap.

Mark Thomas Head of Construction at CEG said:

We are all absolutely delighted with the colossal, printed building wrap on Smallbrook Queensway. From the start the Embrace Building Wraps team fully understood the brief, appreciated the complexity of the building & swiftly came back with solutions. Their complete project management service allowed us to have one point of contact for the project & this worked seamlessly. Throughout the process we were regularly updated, and the result speaks for itself. It looks spectacular!

Local councillor Martin Straker Welds said:

I can’t help but feel that such an advertisement is justified. Yes, you will be able to see it from outer space. Yes. you’ll be able to see it at night, but it will actually echo the theme of the games. Be Bold, Be Birmingham.

Greg added:

We are absolutely delighted with the end result and the bold creative design lifts the urban environment to new heights.

For the full story head over to our Smallbrook Queensway Birmingham case study.