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Selfridges Birmingham building wrap
Selfridges Birmingham building wrap
Selfridges Birmingham building wrap
Selfridges Birmingham building wrap
Selfridges Birmingham building wrap
Selfridges Birmingham building wrap
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Selfridges Birmingham

THE DEVELOPMENT The iconic Selfridges building at the Birmingham Bulling is undergoing major renovations which are due to complete ahead of the Commonwealth Games in 2022.

The renovation works will make the building more energy efficient and include the installation of an additional insulation layer, repainting, replacement of the façade and the temporary removal of the distinctive 15,000 silver discs.

THE BRIEF The department store will be trading normally during the complex programme of renovation works. Our client needed experts in building wraps to install what would be the world’s largest printed scaffold banner to disguise the works and maintain the iconic landmark status of the property.

A bold artwork design has been created by Osman Yousefzada, a Birmingham born artist and designer. His creation ‘The Dogtooth Flower’ utilises tessellated infinity patterns, suggesting connectivity and space without borders. Osman said:

I feel very lucky to have been selected to design the scaffolding wrap. This will be my first piece of public art and to be able to do it on such a scale is truly exciting. I can’t wait to see it.

THE SOLUTION Projects such as this need great planning and experience. Complex engineering wind load calculations were carried out to ensure the install interfaces with the structural integrity of the main access scaffold.

The scaffolding was erected and handed over to us section by section by the main scaffolding contractor, allowing our experts to install separate panels and to join them and the striking creative design seamlessly.

A network of 24 separate offset frames in a variety of shapes and sizes were installed to form the overall framework comprising of around 6,000 linear metres of scaffold tubes. This foundation follows the flowing curves and contours of the building perfectly, spanning across three elevations along Park Street, Spiceal Street and Moor Street.

The digitally printed banner covers the entire structure whilst also encapsulating three hoists and a stairway and accommodating apertures around the walkway and supporting steel wires from the adjacent car park.

The world’s largest scaffolding banner measures almost 9,000 square metres and weighs around 5 tonnes. Each dogtooth flower measures approximately 50m2. The transformation is completed by printed ACM DIBOND panels on the site hoarding panels at ground level.

Sam Watts, General Manager of Selfridges Birmingham, said:

This work gives us an opportunity to playfully transform the Birmingham skyline whilst championing the design talent of our city’s own Osman Yousefzada.

The transformational project was delivered on time and to budget by the industry-leading team at Embrace Building Wraps.

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