As part of a wider upgrade to guest hospitality at the NEC Arena, Dawnvale was appointed to deliver a full design and build fit-out of the Showdeck, a premium space overlooking the arena bowl. Completed alongside 3 other areas across a 7-week period, this fast-track project was carefully managed to meet high expectations within a live and challenging environment.

The goal was to reimagine the arena’s offering, turning the venue into a destination where fans would arrive earlier, stay later, and enjoy a high-quality hospitality experience. The Showdeck now forms an integral part of this journey, available exclusively to premium ticket holders and those accessing the adjacent 4/4 Lounge. With direct views into the arena, this space offers the rare opportunity to enjoy food and drinks from a premium setting while watching the show.

  • Name: The Showdeck
  • Location: BP Pulse Live NEC Birmingham
  • Website: www.bppulselive.co.uk
  • Designer: Jump Studios

FLEXIBLE FIT-OUT

Due to its location within the bowl, the programme for the Showdeck demanded greater flexibility and tighter deadlines. The nature of live events meant our teams had to pause or vacate site entirely during selected artist set-ups, sound checks, or performances. The construction schedule had to work around real-time show demands, including minimising noise during mic checks and ensuring no light bleed from the suite disrupted performances on stage.

LIGHTING DESIGN FOR LIVE EVENTS

Lighting was a critical element in the space striking a balance between ambience, functionality, and technical requirements. During shows, the lighting system dims in phases, with targeted illumination allowing guests and staff to move safely without affecting the on-stage experience. Carefully positioned under-counter lighting ensures the bar remains operational, while floor-level pin lights and directional fittings support safe movement without disrupting the performance.

SEATING AND SPATIAL DESIGN

The interior features a flexible mix of seating options to cater to pre-show, socialising, and in-show viewing. Curved booth seating offers intimate group spaces, while poser-height tables and chairs cater to casual mingling. A raised platform with a poser ledge gives guests the unique option to watch the event from the hospitality suite without obstruction,combining luxury and functionality with bespoke wallpaper in the background to complete the vibe.

BESPOKE BAR INSTALLATION

The redesigned bar is a standout feature, spanning almost the length of the space with three efficient service stations and a DDA-compliant section. It features jade green tiling, a durable quartz top, and a bespoke timber backbar with brass detailing and integrated lighting. This combination delivers both high-end aesthetics and practical service capability to handle the demands of live event hospitality.

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