What we did

  • Interior Design
  • Public Area Shopfit
  • Lighting Design
  • Interior Architecture
  • Furniture Design
  • FF&E Specification

Atlas Hotels


February 2018


HIE Birmingham NEC was refurbished in 2018 on behalf of our long-standing clients, Atlas Hotels. This Holiday Inn Express site was to be the first of twelve refurbishment sites for the hotel group.

To suit their client base, Atlas Hotels wished to enhance the strong contemporary design philosophy of the IHG brand design to appeal to a wider range of guests. The other primary aim was to create an inviting ambience that would encourage growth in food and beverage sales. Our brief was to provide unified spaces which would feel intimate during quiet times of day, atmospheric in the evenings and offer enough flexibility for large groups attending events at the nearby Exhibition Centre.

This transition from day to night was of primary importance for the client team and so to support this development work an animated 3D walkthrough was agreed for this site in addition to 3D rendered stills. Both would offer day and night time versions, helping the client team to better understand the transition of the spaces throughout the day. In this instance, 3D work was pivotal in getting the scheme approved and budgets agreed.

Final visuals are increasingly created as fully rendered computer generated 3D models, however, on occasion, we still produce hand finished visuals if they are suited to the style of the project, or if the client prefers them. We also produce hand sketches throughout the project as we work through the design elements

The interiors at HIE Birmingham NEC have been well received by IHG, Atlas Hotels and parent company London & Regional Hotels, with IHG complimenting the enhancement of the brand, which maintains the original design philosophy whilst bringing a maturity and broad appeal to the concept. Guest feedback has been extremely positive and a notable increase in food and beverage sales has been seen.

View the completed project here – Holiday Inn Express Birmingham NEC