The Birmingham Hippodrome is the busiest single theatre in the UK. Following an extended closure, the stakeholders recognised an opportunity to completely reimagine an underutilised, dormant area on the top floor.
The objective was clear: transform the space into a premium, experience-driven food and beverage destination that would capture incremental revenue and elevate the venue’s overall hospitality offer.
2G Design & Build were approached to deliver a complete bar and restaurant design that established its own sophisticated identity while remaining deeply rooted in the Hippodrome’s rich cultural heritage.
”80% Year-Round Capacity - Consistent volume driven by an optimised layout that seamlessly handles peak show-time crowds.
The Challenge
Operating a high-volume hospitality venue within a theatre presents a distinct set of operational rules. Unlike a traditional high-street restaurant where success is measured by extended dwell times, a theatre lounge lives and dies on extreme compression. The space must handle immense influxes of guests arriving simultaneously in the 60 minutes before a performance and during a strict 20-minute intermission interval.
Architecturally, the venue was a dated, dark, and tired mezzanine space with little natural light. Sound from the main entrance foyer travelled directly up a massive central void, creating major acoustic disruptions. The new design had to instantly entice guests up to the top floor, optimise service layouts to prevent service bottlenecks during the pre-show rush, and remain flexible enough to transition smoothly between public theatre crowds and private corporate events.
ӣ38 Average Spend Per Head - Strong secondary spend captured through a premium, comfortable design that encourages high-value ordering.
Our Solution
We approached the layout through the lens of pure operational efficiency, ensuring the physical environment supported flawless service flow under pressure. We completely removed the existing suspended ceiling to open up the volume of the room, painting the exposed structure crisp white to bounce light throughout. To maximise ambient light without creating harsh reflections, we integrated a long bank of fixed banquette seating backed by custom antique-effect mirrors, brightening the room while maintaining guest privacy.
Acoustic management was integrated seamlessly into the design fabric. We constructed a structural stud wall in front of the existing glass balustrade to block noise rising from the foyer below. The space was then zoned using high-performance material transitions: mosaic feature tiling wraps the high-traffic bar perimeter, parquet LVT anchors the central floor, and heavy acoustic carpeting insulates the fixed seating areas to absorb maximum sound. Textured wooden acoustic paneling and fully upholstered furniture were used throughout to further dampen reverberation.
To facilitate rapid service execution, we introduced a prominent host welcome station at the entrance to manage table seating seamlessly and incorporated an expansive, strategically positioned waiter station equipped with dedicated LED strip lighting to keep staff organised during peak operational windows.
”10 / 10 Service Rating - Delivered with complete collaboration, operational transparency, and design execution grounded in real-world use.
The Results
By shifting the model from a basic lounge to a highly considered, design-led hospitality venue, The Circle Lounge has successfully unlocked a premium tier of theatre commerce. The space doesn’t rely on long, slow dwell times; instead, the intuitive layout coaxes guests to arrive promptly and structured workflows allow the staff to maximize transactions within highly compressed time frames.
The design investment has translated directly into sustainable commercial success, maintaining an exceptional level of consistency throughout the season.
Following its relaunch, The Circle Lounge has established itself as a more premium, experience-driven part of the Birmingham Hippodrome offer.
With a 4.6 Google rating and nearly 90% of reviews scoring four stars or higher, guest feedback consistently highlights atmosphere, service and the convenience of returning to a reserved table during the interval.
Customer reviews:
- “Really enjoyed trying out the newly revamped Circle lounge – food was gorgeous and our server Jade was exceptional.”
- “Had a brilliant time… what a lovely restaurant, food was super and nothing was too much trouble!”
- “If you want make a theatre visit an ‘experience’ make sure you visit the circle lounge.”
- “I love the atmosphere here… It’s great to have a drink and dessert waiting for you during the interval. The private toilets are also a great swap from the queues in the main area.”
- “The Circle Lounge exceeded all expectations… the reserved table throughout the performance was a brilliant touch.”
- “Perfect way to enjoy a meal before the theatre… It feels modern and stylish.”
Client verdict: “2G were an outstanding partner in the relaunch of The Circle Lounge at Birmingham Hippodrome, combining creativity, expertise and genuine collaboration to deliver a space that perfectly reflected our ambitions. Their ability to understand our needs from the outset and bring our vision to life made them a pleasure to work with and a key contributor to the project’s success.” Charles Pette, Head of Visitor Experience
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