NEC, owners of the Utilita Arena Birmingham, set out to create a hospitality destination that guests would actively choose to experience. Working with Jump Studios, they envisioned a bold, vibrant space defined by smart layouts and seamless service. Dawnvale was appointed to bring that vision to life, transforming the arena’s top floor into the Electric Lounge.

REIMAGINING THE SPACE

What was once one vast, open bar area has been redefined. By enclosing 25% of the floor to create the Acoustic Lounge, the remaining space risked feeling expansive and impersonal. Our solution was to craft four distinct zones: a welcoming entrance bar, activation space and two varying seating areas, divided by bespoke joinery that creates structure without sacrificing natural light.

SEAMLESS SERVICE

The original single bar created queues and congestion. We introduced two bespoke bars, strategically placed to split guest flow and enhance efficiency. Each bar was designed for speed, style, and operational ease, ensuring shorter waits and more time spent enjoying the experience.

SEATING WITH CHARACTER

Each zone carries its own personality. Long tables and banquettes welcome groups at the entrance, a central space encourages socialising around poser tables, while relaxed window seating at the far end offers city views. This variety creates atmosphere, comfort, and maximises capacity without compromising style.

LIGHTING THAT DEFINES

Lighting brings the Electric Lounge to life. Bold purple ceiling Xs, glowing neon signage, and backlit timber joinery create a signature look that feels vibrant yet refined. The result: a hospitality destination that captures NEC’s vision of premium arena entertainment.

LET'S BUILD SOMETHING GREAT TOGETHER
Get in touch today to discuss your next project!

Sign up to the mailing list

Sign up to our mailing list to keep up-to-date with our latest projects and news.