Located within Birmingham’s NEC campus, the BP Pulse Live Arena set out to enhance the fan experience by creating a true destination, encouraging visitors to arrive earlier, enjoy food and drink, and stay longer after events. To support this vision, a four-area transformation was planned, with all works to be completed within a tight seven-week window, all while navigating the complexities of a live event environment.

Global stadium design leaders Populous led the project, with their Jump Studios team developing the creative concept. Dawnvale was awarded the design and build contract thanks to our proven track record in fast-track fit-outs, ability to work flexibly around live operations, and reputation for delivering premium, high-impact finishes.

A FOCAL POINT FROM EVERY ANGLE

At the heart of the 4/4 Lounge is a showpiece bar, designed to immediately capture attention. An LED-lit glass block frontage creates impact and visibility across the space, while a porcelain-topped bar and grand timber back bar deliver warmth and texture. This centrepiece anchors the entire experience, combining function and theatre for both service and visual appeal.

COMFORT WITHOUT COMPROMISE

Given the lounge’s proximity to the arena bowl, kitchen, and adjacent Tempo Lounge, acoustic control was critical. Bespoke acoustic ceiling treatments were integrated to reduce sound transfer, allowing guests to enjoy the energy of the venue without being overwhelmed by it. These subtle yet effective interventions ensure comfort remains consistent, even during peak activity.

SOCIAL ENERGY + RELAXED COMFORT

The 4/4 Lounge offers a flexible layout that supports both premium dining and informal socialising. Banquette seating takes centre stage, creating comfortable group areas that encourage dwell time, while additional tables and chairs positioned along the panoramic windows allow guests to take in striking views across the NEC campus. Every element was selected to enhance both the visual flow and the operational efficiency of the space.

SETTING THE MOOD, ELEVATING THE BRAND

Lighting in the 4/4 Lounge goes far beyond function. Rows of pendant lights inspired by vinyl records, coupled with disco balls and adjustable LED fixtures, allow the space to shift from relaxed daytime hospitality to a high-energy post-show party environment. The lighting concept reinforces the lounge’s identity and adds personality, while enabling true versatility.

LET'S BUILD SOMETHING GREAT TOGETHER
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