Hammerson has announced that TOCA Social, the world’s first interactive football and dining experience, has officially opened at Bullring & Grand Central in Birmingham. This marks TOCA Social’s second UK site and its first location outside of London, expanding its presence and offering a unique entertainment option in the West Midlands.
The launch of TOCA Social aligns with Hammerson’s strategy to diversify the use and purpose of its destinations by incorporating entertainment, leisure, and social concepts that engage audiences and diversify revenue streams. The selection of Bullring & Grand Central underscores the appeal and quality of Hammerson’s city centre assets to high-profile brands.
TOCA Social occupies a space above M&S and Zara, completing the repurposing of the former Debenhams site. The venue combines immersive football-based gaming with a five-star food and drink offering. Guests can choose from a variety of interactive games enabled by innovative ball delivery and tracking technology, bridging the physical and digital worlds in a unique way.
The Birmingham location features 23 interactive football boxes and houses four bars, with a creative food menu designed to enhance the gaming experience. Exclusive to this location, the menu includes “The Gunpowder Wing,” inspired by Birmingham’s curry culture. Open seven days a week, TOCA Social caters to all ages and abilities, offering packages for various occasions, including corporate events, screenings, and special events.
Alex Harman, President at TOCA Social, commented: “Launching our second UK site and first outside of the capital is a milestone moment for TOCA Social. As the UK’s second city, and with its vibrant and culturally rich atmosphere, Birmingham is the ideal location for our expansion, and there is no greater destination in the region to bring TOCA Social to than the Bullring.”
Toby Tait, Director of Asset Management at Hammerson, added: “Our vision is to create vibrant, multi-use destinations which offer an exciting mix of complementary social uses, from retail and entertainment to culture and art. The opening of TOCA Social embodies this approach and demonstrates how we are expanding the proposition of our destinations. As a regional first, we are excited to welcome TOCA Social to Bullring and can’t wait to get playing!”
TOCA Social’s new site will further strengthen Bullring & Grand Central’s leisure offerings, complementing recent additions such as virtual reality pioneers Sandbox VR and boutique bowling alley Lane7. It also follows the announcement that Zara will significantly upsize this year, taking over 51,000 sq ft, alongside new openings from Swiss watchmakers Swatch, global footwear brand Clarks, Mexican restaurant Zambero, and independent retail brand Pop Street.
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