Loft interior mix by Rawls & Co

Rawls & Co has designed the interiors for the £2.3m, 640-seat food hall in Birmingham shopping centre Pavilion Central.

Rawls & Co has designed the interiors for the £2.3m, 640-seat food hall in Birmingham shopping centre Pavilion Central.

Food at the Loft forms the top floor of a four-storey centre in the heart of Birmingham. The consultancy won the project following a paid creative pitch against four rivals last year.

Rawls & Co beat design group John Herbert Partnership in the final stages of the pitch to client Royal Sun Alliance Property Investments.

The project includes seven shops that sell a range of different cuisines, from oriental food to pizza. The space has a lounge, café and conservatory. It is designed to have a Manhattan loft feel to it, says managing director Adam Rawls, who headed the scheme with creative director Howard Saunders.

According to Rawls, ‘The client wanted a retail design group rather than an architectural solution because it wanted a retail perspective.

The project brief was to provide a unique and central role for Food at the Loft. It has to stand out in a city with the Bull Ring and Brindley Place.’

Food at the Loft is due for completion in October and the first food shop was let last week.

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