All roads lead to The Fort

Everyone essential

Technology has forced retail to evolve and adapt. The Fort Birmingham has risen to this challenge by investing in renewable energy, new shops and services and a new brand. By recognising how its visitors' values and shopping behaviours have changed it is evolving into an inclusive hybrid place where visitors can shop, eat, click, collect, charge.

Beyond business

The new brand recognises The Fort’s heritage and accessibility. ‘All roads lead to The Fort’ literally guides visitors to its fashion, food and lifestyle brands and underlines how easy it is for people to get to and park at the site. Excellent accessibility for young families and people with mobility issues is a key feature of The Fort, as are the solar panels providing the energy for the shops and visitors' EVs.

Execution is strategy

Tenant and visitor reactions to the new brand have been universally positive. A rebrand is a fast and cost effective way to create momentum and make tenants feel like you are investing in them. It gives visitors new reasons to visit and engage - digital views on The Fort social channels have leapt from tens to millions.