Massive advertising boards have appeared beside Birmingham Cathedral, covering a historic Edwardian building undergoing a major refurbishment. The towering hoardings, located where Temple Row West meets Colmore Row, stand in stark contrast to the surrounding heritage structures, including the Grade I-listed St Philip's Cathedral.
According to planning documents, the former Phoenix Assurance Company building, built with Portland stone between 1915 and 1917, is being transformed into upgraded office space. The project, led by construction firm Red, carries a £19 million price tag and is expected to be completed by autumn.
Plans for the building
Birmingham City Council has granted permission for developers to demolish existing external mansard walls on the fourth floor and a roof plant above. New Portland stone walls and a mansard roof will be constructed, adding approximately 1,124 square metres of floor space. The plans also include an extended external staircase and a sixth-floor rooftop terrace.
Sensitive retrofit
Architectural practice GPAD, which secured planning permission, describes the project as a 'sensitive retrofit' that will 'celebrate the unique history of the site and surroundings.' The design features a colour palette created by artist and former Birmingham Post editor Stacey Barnfield.
The building's designers, Ewan Harper & Brother & Co, are also responsible for other notable Birmingham landmarks, including the at-risk Methodist Central Hall and the Ruskin Building on Corporation Street.
Conservation area considerations
Although the building itself is not listed, it sits within a designated conservation area due to nearby heritage assets, such as the Grade I-listed Town Hall and the Grade II-listed Council House. Rigorous planning processes were required to approve the work.
Passers-by can expect the advertising hoardings to remain until the refurbishment is complete, after which the building's architectural features will be reinvigorated to reflect its longstanding significance.
