The fast-growing bowling concept, Lane7, has been signed up by Hammerson at the Bullring Estate as the business continues to reinvigorate its assets through new brands, entertainment and experiential concepts.
Once complete and open, the site will span 28,000sq ft on Link Street and it will become Lane7 Group’s largest investment to date and serve as its flagship. The company looks set to use the additional space to introduce its widest range of games yet and incorporate a rooftop terrace bar with views across Birmingham’s city centre. The site is due to open in summer next year.
Toby Tait, Director Asset Management, Hammerson, said: “The Bullring Estate plays host to the very best retail brands, but we need to go further to provide consumers with an even greater range of reasons to visit. Lane7 is reflective of this approach and the brand has embraced our ethos to create a concept at the Bullring Estate that will define the future of its business. Along with our existing leisure experiences, the Bullring Estate is able to play an even bigger role in the lives of even more consumers, creating a resilient, relevant and successful destination that thrives through its diversity of offer.”
Tim Wilks, Director at Lane7 Group, commented: “Birmingham has been a strong city for Lane7 since we opened our first site. Our sustained success meant we needed something bigger in Birmingham, but, keen to evolve the Lane7 concept, we also wanted something special. This is where the Bullring Estate came in. That Hammerson is leading the way with how it is evolving its portfolio was evident from our very first discussions. We have worked together to create the ideal space and I am confident we will deliver a new standard for experiential leisure in the city.”
