The Mailbox, Birmingham

Welcome to a new style of luxury in the heart of Birmingham

MAILBOX

1970 - The Present

Currently The Uk’s Largest Mixed Use Building

Previously the location of canal

The mailbox opened in 1998, is currently the

This prestigious shopping and lifestyle

wharves, the site was the location of

Uk’s largest mixed use building and is an

destination offers some of the finest

the Royal Mail's main sorting office for

extremely stylish complex of some of the most

hotels, salons and spas.

Birmingham, which was completed in

luxury brands in designer fashion.

1970 and was the largest mechanised letters and parcels sorting office in the country. A tunnel was constructed between the site and New Street Station for letters to be delivered directly to the office.

THE FUTURE OF BIRMINGHAM A LUXURIOUS & EXCITING BRAVE NEW WORLD!

£600 million New Street Station Development will offer a new gateway to the city and beyond

John Lewis’s proposed £100 million store

Spiceal Street, a new 20,000 sq ft development launching this year The proposed £193 million Central Library due for completion in 2103

Brockton Capital and Milligan complete the purchase of mailbox for £127.1m

The £100 million development of The Cube is now complete.

It’s the place to be.

AN AFFLUENT CATCHMENT AREA

THE SIZE OF THE PRIZE IS WORTH WINNING

Affluence plays a much greater role in this catchment definition than in

Within a 45 minute drive of

mainstream shopping centre catchments due to Mailboxes exclusive status.

Birmingham city centre there are

This creates a more sporadic catchment pattern than the concentric ring

4.3 million people.

pattern of a mainstream shopping location. This pattern is formed by higher penetration rates in affluent areas such as Solihull and Sutton Coldfield and lower penetration in less affluent areas such as Dudley and Coventry.

There are 7.2 million within a 60 minute drive-time.

Source: FSP/The Mailbox/CES

The local residential area is the fastest

Primary Segment: 563k Residents Secondary: 1.1m Residents

Approximately 50% of the

Tertiary: 1.7m Residents

catchment has a socio-economic

Total Principal Catchment Resident Population: 3.4m

(2.7m Birmingham NSLSP)

grouping of ABC1’s.

growing in the city. Today, there are in excess of 5,750 households in the immediate area around Mailbox.

Pen Portrait

“

We have the world at our feet and the money to really enjoy it.

“

Educated Urbanite

M MAILBOX

Over ??% Educated Urbanites dominate the primary catchment segment. These are likely to be the target customers for Mailboxes luxury and aspirational retailers.

Within the primary segments 563k residents there are 44k Educated Urbanites

“

Within 30 minutes of Mailbox there are almost twice the amount of Educated Urbanites compared to the UK average.

“

The Jessie J gig was amazing. We ended up drinking in Mecho and then stayed at Malmaison. It was a brilliant night.

“

I know it’s amazing...they’ve just made me senior account director! I’m gonna get myself a place on the board next.

“

“

“

I bought it with my bonus...it’s a genuine Rolex...looks great with my vintage coat.

“

“

After the stresses of buying our flat I think we need to go and catch some much needed winter sunshine.

THE EDUCATED URBANITE

OUR RUNWAY

Luxury Perfume

Social Networking

Vintage Accessories

Vintage Furniture

Selfridges

Posh Shoes

Tickets for the coolest gig in town

OF DESIRABLE LOV

IPad

Iconic Design Pieces

Fiat 500

Good Old Fry Up

First Class Travel

Champagne

Quality Make-up

M

Birmingham is clearly thriving in the hierarchies and is number one in England.*

MAILBOX

VELIES

Lifestyle Magazine

Marrakesh

Smart Phones

Urban Brands

Iconic Luxury Bag (The Alexa)

Luxury Fast Food

Travel

London *(excluding combined London’s West End)

Wealthy Executives Pen Portrait

Within 30 minutes of Mailbox there is double the amount of Wealthy Executives compared to the UK average.

Within the primary segments 563k residents there are 113k Wealthy Executive residents

BIRMINGHAMS WEALTHY EXECUTIVES ARE 100% ABOVE THE NATIONAL AVERAGE

40% of all current database shoppers are Wealthy Executives

“

Wow, that’s going to look amazing when we go to the Dylan gig. I’ll book a table at the Restaurant I read about in the Guardian.

“

“

Wealthy Executives are well educated people employed in senior managerial positions or are running their own business

“

We’ve won that vintage light on ebay...it’ll sit perfectly with the brand new Barcelona chair we just bought. I love recycling the old with the new

“

“

I’ve got to open up the surgery but I’ll leave early, collect you from school and we can all have dinner together.

“

“

I love having friends over for dinner, it gives me a chance to show off our new home

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THE WEALTHY EXECUTIVE

OUR CATWALK OF LUXURIOUS DE

Travel

Yoga/Pilates

Luxury Sunglasses

Classic Furniture Design

Luxury Timepiece

Legends in Music

Louboutin Shoes

IPad

Brunch

Original Art

Classic Car

Bespoke Jewellery

Luxury Nail Varnish

Haagen Dazs

ELIGHTS

Design Magazines

Many retailers in the city centre are considerably up on last year

Smart Phones

Speedboat

Hermes Bag

M Keeping Healthy

Social Network

Private Plane

Exceptional Wine

MAILBOX

TODAYS RETAIL MIX Mailbox is home to world recognised fashion houses including Harvey Nichols, Emporio Armarni, Hugo Boss and many more.

Wow, even more luxury brands!

TOMORROWS WORLD Even more luxury brands exclusively at Mailbox.

How it co MAILBOX

HOW IT COULD BE Align exclusive fashion brands with a luxury F&B experience.

ould be...

H ES TON B LUMENTHAL EXCLUSIVELY AT

HAVE YOU CONSIDERED SOMETHING DIFFERENT?

Popular

Opportunity to create something different and unique in the Basin.

Reliable Colourful

THE UPMARKET

Dependable

AT M A I L B O X

Neighbourly

Tasty Efficient

Covent Garden Flower Market

Fun

Columbia Road

Every Sunday Captivating Colourful Attractive Great Word of Mouth A Diverse Crowd

Amsterdam

Healthy Local Organic Professional Quality Personal

EXCLUSIVE INDEPENDENT FOOD RETAILERS The mailbox is currently missing a food retail offer.

Award winning and exclusive independent food retailers make the mailbox a unique and attractive food shopping destination.

The Ginger Pig: Independent Butchers Shop of the Year.

Food in Fashion...

La Fromagerie: The Best Cheese Shop In The World.

AT

IDENTITY A more contemporary and stylish identity would complement the luxury brands located at Mailbox

BIRMINGHAM

IDENTITY

F I R S T C L A S S R E TA I L

MAILBOX

MISSONI Exclusive to

mailboxlife.com

EXCLUSIVE TO

Hakkasan

H E ST O N B L U ME N T HA L

EXCLUSIVELY AT

EXCLUSIVELY FOR

MAILBOX

BRAND BUTLERS

Serving Is The New Selling It has never been more important to turn your

brand into a service. Jaded, time-poor, pragmatic consumers yearn for service and care.

For Consumers, Time, Convenience, Control, Independence & Localism Are The New Currencies

B I R M I N G H A M

Serving Is The New Selling F I R S T C L A S S D E L I V E RY

LUXURIOUS & POLISHED EVENTS

SUMMER CATWALK SHOW

Supporting the Birmingham Institute of Art & Design

Courtesy of

F I R S T C L A S S D E L I V E RY

Time

Exclusive to

RY FIRST CLASS DELIVE

The Mailbox Movement... is about giving something back and improving the lives of children. Check out all the ways you can get involved at mailboxlife.com

SPONSORED BY

F I R S T C L A S S D E L I V E RY

We are proud to sponsor this weekends performances from The Birmingham Theatrical Group.

Visit mailboxlife.com for more information

Sponsor local events and reach out to a new audience

Over 70% of retailers recently surveyed on future technology said they were most excited about mobile commerce.

TOMORROWS WORLD: DIGITAL MEDIA Through the use of innovative technology anticipation can be built before entering the mailbox.

Digital Advertising

Augmented Reality

Iphone/Ipad Application.

Mobile retail searches have risen by 181% year on year in the first quarter of 2011

Quick Response Codes

Digital Advertising Pods

Tweet Mirrors Capture images of shoppers which they can study themselves or tweet or post on Facebook

Your On-line Magazine has arrived!

Click here to subscribe.

Mobile Digital Media Units

PRINTED MEDIA Media campaigns via direct mail, 48 sheets, bus advertising or exclusive magazines.

GUERILLA MARKETING Unique Inspiring Innovative In peoples heads Viral Exciting

Issue No 1

Fun

Exciting

New

Unexpected

Creative

Changing Brands

Clever

Bespoke

Great Publicity

Innovative

Creative Different from the Norm

LUXURY FASHION FOR THE EDUCATED URBANITE

Exclusive to

The Mailbox

Fashion in Pictur es Art Talks Exclusive Inte rvie

w

Upcoming Altaroma 2011 : KM3D-1 and more

mailboxlife.com

AUGUST 2011

The Mailbox

MAILBOX

THE STATUS SYMBOL

Birminghams Finest Retail Destination.

An Icon Re-Styled.

Fortnum & Mason Liberty

Harrods

Aspire to be and have the best

Selfridges

CAT DEELEY AT

MAILBOX

mailboxlife.com

B I R M I N G H A M

Birmingham is a major City with a very strong retail offer. Many big names have opened in the city in the last few years to put Birmingham firmly on the shopping map propelling it to a position as the best city in the UK for shopping outside London.

The city was able to shake off years of ridicule and the rest of the country sat up and listened to what we had to say. We could now offer a shopping experience as good as anywhere in the UK, and the likes of Harvey Nichols and Selfridges offered the kind of retail therapy to keep even the most demanding ‘It Girl’ happy

Mary Portas

Kevin Breese, General Manager of Harvey Nichols Birmingham

I get to travel around a lot in my job and I always love coming to different cities to see what they have and how stylish they are. I’m a man who loves fashion so it’s great to go to different places and find hidden treasures, and Birmingham is definitely a place for doing that... it has something for Everyone.

George Lamb, TV Presenter

Most people don’t know you get amazing Victorian and Georgian architecture, outstanding multicultural food, really cool eclectic art and fabulous designer shops all within a few square miles. These days there is a real creative buzz and vibe about the city.

Russell Amerasekera, travel writer and TV personality

Where once the god of commerce was worshipped, the city now bows down to retail.

Laurence Llewellyn Bowen

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BIRMINGHAM