Dawnvales Best Fit-Out Projects Across Birmingham

Over the years, Birmingham has come to feel like a second home to us. From our very first fast-track hospitality project at St Andrew’s, we’ve repeatedly returned to transform some of the city’s most recognised venues, from major sporting stadiums and world-class live entertainment arenas to vibrant food destinations.

With ongoing investment, cultural growth and a thriving hospitality scene, Birmingham continues to be one of the UK’s most exciting cities for leisure and entertainment. The projects below highlight some of Dawnvale’s most significant work across the city, showcasing the design, delivery and operational expertise that define our reputation as a leading fit-out specialist. Many of these projects have also been recognised through industry awards, underlining the quality and innovation we bring to every fit-out.

Our Birmingham journey began at St Andrew’s Stadium following new ownership at Birmingham City Football Club, where an ambitious vision for upgraded hospitality needed to be delivered at speed. Working alongside Space Invader Design, we completed two major hospitality spaces within just six weeks from design through to handover, setting the foundation for an ongoing relationship with the club and establishing Dawnvale as a trusted delivery partner for complex stadium environments.

The KOP Reception

The KOP Reception was designed to transform the arrival experience for hospitality guests. Stripped back to its structural shell, the space was rebuilt with contemporary finishes, bespoke reception desks, display areas and a relaxed waiting environment complete with a coffee station. The result created a modern and welcoming first touchpoint that set the tone for the upgraded stadium experience.

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The Alliance Suite 

The Alliance Suite introduced a new level of exclusivity to St Andrew’s. Multiple smaller rooms were removed to form a wide, open hospitality lounge centred around a striking feature bar. Carefully planned seating layouts, panoramic pitch views and integrated satellite kitchens allow the club to deliver premium matchday service for VIP guests in an elevated environment.

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One year later, Dawnvale returned to deliver a large proportion of the club’s most ambitious redevelopment programme to date. Within a 12-week period, we completed seven hospitality spaces alongside supporting kitchens, walkways, storage areas and circulation routes, all within a live stadium environment and tight seasonal deadlines.

The Jewel

Formerly the boardroom, The Jewel was completely reimagined as the club’s flagship hospitality lounge. Walls were removed and floor space extended beneath the stadium through the addition of a mezzanine level. The space is anchored by one of the most premium stadium bars we have installed, creating an exclusive environment designed for high-end matchday experiences. 

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The Garrison

Drawing inspiration from Birmingham’s industrial heritage and the city’s association with *Peaky Blinders*, The Garrison transformed the former Jasper Carrott Suite into a character-rich hospitality space. Exposed brickwork, traditional materials and brass detailing combine with panoramic pitch views to create one of the stadium’s most popular lounges.

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The Sponsors Lounge

Previously known as Legends, this suite was fully stripped out and opened up into a flexible, contemporary hospitality environment. Structural works allowed the space to extend further beneath the stadium, while LED walls, integrated screens and a striking mirrored bar created a vibrant and glamorous atmosphere suited to sponsors and corporate guests.
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The 12 Suite

Named after both the fans as the “12th man” and ownership heritage, The 12 Suite introduced an American-inspired hospitality concept. Former VIP boxes were removed to create a unified social space featuring dual feature bars and clever spatial zoning integrated into the stadium structure, offering a more relaxed and social premium experience.
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Box 2 Box

Box 2 Box presented one of the most technically challenging elements of the redevelopment. Originally a hidden void beneath the stands, tonnes of earth were removed before new flooring and structural framing could be installed. The result is an expansive fan bar, now one of the longest in UK football, designed to maximise service speed and supporter capacity on matchdays.
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The Globe & Ball

Serving general admission supporters from the stadium car park entrance, The Globe & Ball was stripped back and extended to increase capacity. Alongside improved bar facilities, we installed a five-station self-serve beer wall to reduce queues and significantly improve service efficiency during peak matchday periods.
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The City Suite

The City Suite acts as a social bar for VIP box guests. Although the footprint was reduced, strategic furniture layouts ensured the space remained comfortable and uncluttered. The reclaimed space allowed expansion of the adjacent kitchen, improving food service capabilities across multiple hospitality areas.

Dawnvale was appointed alongside Jump Studios to transform hospitality spaces within BP Pulse LIVE at the NEC, one of Birmingham’s most recognisable entertainment venues. Delivered in just eight weeks while working around a live events schedule, the project modernised multiple guest environments to enhance pre- and post-show experiences.

Reception

The hospitality reception was redesigned to improve both functionality and visual impact. A new reception desk, refurbished cloakroom and upgraded circulation areas created a smoother guest journey while elevating the overall arrival experience for premium ticket holders.

Tempo Lounge

The Tempo Lounge was designed as a vibrant social hub where guests can gather before and after events. A large island bar with multiple serving points improves service flow, while the addition of a dedicated pizza bar expanded food capabilities in an area located furthest from the main kitchens.
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The 4/4 Suite

The 4/4 Suite delivers a high-energy VIP hospitality environment blending dining and entertainment. Feature lighting, neon signage and bold design elements surround a large central bar, creating a stylish space where guests can dine before shows and continue the experience afterwards.
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The Showdeck

Connected to the 4/4 Suite, the Showdeck provides an exclusive viewing environment with booth seating, padded arena seats and high tables positioned for optimal sightlines. A private bar ensures guests can enjoy uninterrupted service throughout performances.
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At Utilita Arena Birmingham, Dawnvale completed another fast-track eight-week fit-out programme, transforming hospitality suites, walkways and premium guest areas across the entire top floor to modernise the venue’s VIP offering.

Premium Hospitality Reception

A dedicated external entrance leads guests directly into the upgraded premium reception. New finishes, improved cloakroom facilities and bespoke reception desks aligned the arrival experience with the enhanced hospitality standards throughout the arena.

Electric Lounge 

Occupying the majority of the top floor, the Electric Lounge was designed as an open yet zoned environment. Feature walls subtly divide the space while maintaining an open atmosphere, allowing guests to socialise, dine and enjoy drinks before and after events.
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Acoustic Lounge

The Acoustic Lounge offers a more refined hospitality experience, featuring extensive glazing overlooking Birmingham’s skyline. Booth seating, curated artwork and a private bar create a relaxed dining environment before guests move through to the show.
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Frequency Deck

Linked directly to the Acoustic Lounge, the Frequency Deck provides elevated viewing with continuous poser seating facing the stage, alongside dedicated bar facilities for convenient service during performances.
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Remaster Deck

Originally a traditional VIP box separated from the arena, the Remaster Deck was opened up and extended to reconnect guests with the live performance. Designed with a subtle speakeasy aesthetic, the space combines relaxed seating with premium viewing access.
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Located in Birmingham’s historic Jewellery Quarter, St Paul’s Market saw the transformation of a former factory into a vibrant modern food hall. Dawnvale installed an entirely new floor structure to increase capacity, delivered two full-scale bars and coordinated multiple vendor spaces. With extensive seating and a DJ booth overlooking the main floor, the venue now operates as both a daytime dining destination and an evening social hotspot.
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From stadium hospitality and live entertainment venues to food halls and premium lounges, our work across Birmingham reflects the same principles applied to every Dawnvale project: operational understanding, build quality and reliable delivery.

These projects represent only a snapshot of our work in the city, but together they demonstrate why Birmingham has become a key location in our continued growth,  and why clients continue to trust Dawnvale to deliver complex hospitality fit-outs at scale.