TOCA Social in Birmingham redefines what a sports entertainment venue can be, transforming a former Debenhams in the Bullring into a high-energy, all-day destination rooted in football but designed for everyone. The multi-sensory, tech-forward experience features 23 AR-enhanced pitches, immersive arrival moments, and flexible hospitality zones that seamlessly transition from day to night. At its heart is the Midfield Bar, located in the atrium and surrounded by activity zones for gaming, dining and events. This central hub anchors the venue and encourages social interaction between players and non-players alike. Every element, from accessible pitch layouts and step-free viewing areas to inclusive VIP spaces, has been designed to welcome a wide range of users, regardless of ability or football knowledge.

Functionality meets versatility through the venue’s dynamic programme: it hosts family outings, corporate events, sports screenings and private parties, adapting easily to its audience. From arcade games to photobooths and performance stages, the space is engineered for fluid use and layered experiences. This adaptability is enhanced by sustainable, high-performance design strategies. Gensler’s adaptive reuse of the existing department store significantly reduced material consumption and embodied carbon. Energy-efficient lighting, HVAC and durable finishes contribute to low-impact, long-life operations. Economically, the project revitalises a key retail anchor, attracting new footfall and creating jobs in Birmingham’s city centre, while its diverse offerings ensure long-term revenue resilience.

Connection is fostered by creating a leisure environment appealing to die-hard football fans, casual players and those simply looking to socialise. Step-free access, flexible seating and spatial legibility make the experience intuitive and comfortable for all users. The venue becomes a platform for shared experience, encouraging interaction, supporting community engagement and delivering entertainment that is physically, emotionally and socially inclusive.

Augmented Reality elevates each football interaction, turning simple games into immersive digital challenges that keep users engaged regardless of skill level. The entry tunnel primes visitors for play, while touchpoints throughout the space extend the digital experience. Most forward-thinking is the strategic use of underutilised real estate. By transforming an empty department store into a high-performing leisure destination, the design addresses a pressing urban challenge, breathing new life into retail architecture.

Inspired by stadiums and the journey of a footballer, the spatial narrative is layered with bold colours, dynamic forms, and sports-inspired graphics. The layout unfolds rhythmically, leading guests from the tunnel through high-energy zones to quieter lounges, all unified by strong visual storytelling and TOCA’s brand identity.