Bringing fast and unique pizza to Birmingham
The second @pizza site, following the original Edinburgh location, opened in February 2019 at Grand Central, Birmingham New Street station. The design combines raw, urban materials with the brand’s bold monochrome palette, creating a striking and contemporary environment. Every detail—from the lighting to the finishes—reinforces @pizza’s fast, customised ordering experience, making the space as memorable as the food itself.
THE BRIEF
Building on the success of the Edinburgh site, also designed by our team, this concept continues the @pizza story through an evolved palette of textures, materials, and dynamic lighting. Set within Birmingham’s Grand Central shopping centre—an environment defined by movement and competition—the interior was designed to stand out, instantly attracting attention and drawing people in.
The design expresses @pizza’s bold, contemporary identity through a striking combination of contrasting finishes and illuminated elements that energise the space and guide the customer journey. Every detail reflects the brand’s fast-paced, high-quality dining experience—where pizzas are custom-built and cooked in just 90 seconds.
Sustainability played an integral role in the design narrative. The use of compostable, plant-based packaging extends @pizza’s commitment to responsible design beyond the interior. Collaborating closely with the marketing and graphics teams, we also developed cohesive brand elements including the logo, uniforms, and packaging to ensure a seamless visual and experiential connection across every touchpoint.
THE DESIGN
The design creates a dynamic, atmospheric environment, pairing a visually striking interior with a curated soundtrack to enhance the overall experience. Situated centrally within the main food court, the unit immediately engages visitors through bold, attention-grabbing lighting.
A double LED neon @pizza sign extends from wall to ceiling, serving both as a prominent branding element and a source of illumination. High-level LED zigzags subtly guide customers through the compact space, leading them naturally to the jet-black counter and framing the ordering experience.
The project posed the challenge of a very small footprint, yet @pizza’s streamlined operations allowed every element to be on display, minimising back-of-house requirements. The result is an efficient, high-impact space where all design, branding, and operational components coexist seamlessly within a compact area, achieved on a carefully managed budget.
