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The Custard Factory in Gibb Street

The Custard Factory is a creative and digital business workspace complex, including independent shops, cafes and bars, on the site of what was the Bird's Custard factory off High Street, Deritend, in the Digbeth area of central Birmingham, England.

Development

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The Custard Factory complex is set in fifteen acres (60,000m2) of factory buildings, originally constructed for Sir Alfred Frederick Bird (1849–1922), the son of Alfred Bird (1811–1878), the inventor of egg-free custard. The architectural firm commissioned to design the building was Hamblins. At one time, a thousand people worked at the factory.[citation needed] The Bird company moved to Banbury in 1964.

The Custard Factory Dragon sculpture

The Custard Factory project was started by Bennie Gray and substantially expanded by his son Lucan Gray,[1] who owned and ran the project until June 2017.[citation needed] A City Grant Award of £800,000 was used to start the redevelopment in January 1992. This public sector funding levered in £1.6 million of private sector investment for the refurbishment of 100,000 sq ft (9,300 m2) of redundant buildings, providing 145 units for use by artists, designers and communicators. The architect was the Birmingham-based firm, Glenn Howells Architects. The first phase created around 300 jobs. On the completion of the Custard Factory project, an anticipated 1,000 jobs will have been created.[2]

Phase one consisted of the refurbishment of Scott House which is now home to a community of media companies, artists and small creative enterprises. The loading bay was turned into a lake around which are set 200 studio workshops above ground floor level. On the ground floor itself are meeting rooms, dance studios, holistic therapy rooms, a café and a record and clothes shop. In the foyer are art display cases with a larger gallery space at the rear. A huge iron dragon sculpture crawls up the exterior rear elevation. There are stages for musicians, DJs and rappers and a 220-seat theatre.[3]

Phase two - originally named 'The Greenhouse', but now 'Gibb Square' after the Gibb Street location - was completed in 2002. It focuses on new media and media businesses and includes a hundred studio/offices plus galleries, restaurants and shops set around a central pool with fountains. The pool is sometimes emptied to allow for dance music events. The Green Man, a 40 ft (12 m) high sculpture by Tawny Gray made from vegetation and stone, overlooks Gibb Street.

Zellig

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Devonshire House

In March 2007, the regional development agency, Advantage West Midlands, announced new funding of £9.6m for 100 new office and workspace units. The result was Zellig (former Devonshire House), a restored grade II listed building, which opened in May 2010 and features a new sculpture, the Deluge, by Toin Adams.[4]

Co-located media training

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The presence of the Custard Factory has drawn two media training agencies to locate nearby. The old Trades Union Studies Centre is now a media and arts annexe of South Birmingham College and in 2005, the VIVID media centre moved from the Jewellery Quarter. Also nearby is Access Creative College in Birmingham, a specialist 16-19 education provider in creative vocational qualifications.

About 800 yards (730 m) away is the new "Progress Works" complex, opened in 2005 as part of the Custard Factory quarter, on Heath Mill Lane. "The Bond" complex is also a short walk away.

Three-quarters of a mile north is BIAD, the largest British university art & design teaching and research centre outside London.

Nearby entertainment and shopping locations

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Nearby are two music venues, The Institute (formerly The Sanctuary) and AIR, home to and owned by Godskitchen the trance superclub. The Custard Factory is close to the Old Crown pub, a half-timbered building dating from the 14th century, Birmingham Coach Station, and the Bull Ring which is Birmingham's main shopping centre, with its landmark Selfridges building.

Occupants

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References

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Revisions and contributorsEdit on WikipediaRead on Wikipedia
from Grokipedia
The Custard Factory is a 15-acre creative and business hub in the district of Birmingham, , originally built in 1906 by Alfred Frederick Bird as a production facility for powder.
Following its abandonment in the after the decline of the , the site underwent a pioneering urban regeneration in the early 1990s, transforming derelict industrial buildings into flexible workspaces that attracted artists, entrepreneurs, and small enterprises through low-cost leases and a "" aesthetic emphasizing retained original features like and exposed steel beams.
Today, it serves as the focal point of Digbeth's Creative Quarter, housing over 400 businesses—primarily in , tech start-ups, , and —alongside independent shops, restaurants, event spaces, a cinema, and amenities such as music studios for , , and dance, fostering a vibrant that draws around 2,000 people daily.
Recognized as an exemplar of inclusive , the Custard Factory has evolved into a filming location for productions like Steven Spielberg's and comedian Joe Lycett's TV shows, while recent 2025 developments include nearby relocation to a former factory, new film studios by , and the ongoing redevelopment of part of the site into the Alfred Works food with 15 kitchens, further solidifying its role as one of Britain's most dynamic creative destinations.

History

Origins as Bird's Custard Factory

The Custard Factory originated as the production site for Bird's Custard powder, an innovative egg-free dessert mix invented by Alfred Bird, a Birmingham-based chemist and pharmacist, in 1837 to accommodate his wife's allergy to eggs in traditional custard recipes. Alfred Bird, born in 1811 in Gloucestershire and educated at King Edward's School in Birmingham, initially developed the powder using a blend of cornflour, sugar, and flavorings at his chemist shop on Bull Street, where he registered as a pharmacist in 1842. By 1844, the product was being marketed across the UK under Alfred Bird and Sons Ltd., expanding to include related items like blancmange powder, jelly powder, and egg substitutes by 1895, establishing the company as a pioneer in affordable, safe food manufacturing during an era when fresh eggs posed contamination risks. In 1906, Alfred Frederick Bird, son of the inventor (1849–1922), commissioned the construction of a dedicated in , Birmingham, to scale up of the custard powder, transforming it from a small-scale operation into a major industrial endeavor. The site, spanning 15 acres (60,000 m²) off Gibb Street near in Deritend, featured robust Victorian-era designed for efficient processing, including mixing vats for blending raw ingredients and packaging lines for distributing the powdered product nationwide. At its peak in the early , the facility employed many local to Birmingham's industrial workforce, operating continuous shifts to meet growing demand and contributing significantly to the city's reputation as a hub for within its "thousand trades" economy. Period features such as Crittall steel-framed windows and exposed steel beams supported the high-ceilinged spaces essential for ventilation and heavy machinery, reflecting the era's advancements in design. Production continued at the Birmingham site until 1964, when the company relocated operations to a new facility in , , to modernize and consolidate amid post-war industrial shifts, leaving the complex abandoned and leading to its gradual decline. The move involved transferring approximately 600 staff and key machinery over 18 months, with the Banbury plant—costing £7 million and opening in October 1964—taking over custard powder production. This closure marked the end of the site's role as a of Birmingham's , though its legacy endured in the region's heritage.

Redevelopment Initiative

The redevelopment initiative for the Custard Factory began in 1990 when Bennie Gray acquired the derelict site and secured initial low-rent spaces to draw in artists and small businesses, aiming to foster a creative hub in Birmingham's area. Following the closure of the original production facility in the , the buildings had deteriorated significantly, with widespread decay including structural weaknesses and environmental issues that posed early hurdles. The project officially commenced in January 1992, supported by a £800,000 City Grant from , which leveraged an additional £1.6 million in private investment to kickstart the transformation into a mixed-use creative workspace. Under the leadership of Bennie Gray and later his son Gray, who oversaw substantial expansions until June 2017, the initiative pursued a phased development strategy with the overarching goal of generating approximately 1,000 jobs in the creative and digital sectors. In 2017, Lucan Gray sold the Custard Factory site, encompassing adjacent Fazeley Studios and associated warehouses, to a partnership of developers, marking the end of the Gray family's direct involvement in the project. This sale concluded over two decades of family-driven regeneration efforts that had turned a decaying industrial relic into a vibrant economic anchor for .

Site and Development

Phase 1: Scott House Refurbishment

The refurbishment of Scott House marked the inaugural phase of the Custard Factory's transformation from a disused early 20th-century industrial site into a creative hub, commencing in early 1992 and launching in 1993. Led by Birmingham-based Glenn Howells Architects, the project integrated modern interventions while preserving the building's original industrial character, including exposed brickwork and high ceilings that evoked its early 20th-century origins (built in 1906) as part of the production facility. This phase converted Scott House into artist studios and workshops, alongside offices, a dedicated theatre space, and galleries, with additional site enhancements including an artificial lake in the central courtyard that could be drained for events. A prominent central atrium was introduced to foster communal interaction, enhancing the building's functionality for creative enterprises. The refurbishment rapidly drew interest from artists and creative professionals, establishing an initial focused on , media, and small enterprises. This early success laid the groundwork for economic revitalization in , demonstrating the viability of for cultural regeneration.

Phase 2: Gibb Square Expansion

Phase 2 of the Custard Factory redevelopment, centered on the creation of Gibb Square (originally named 'The Greenhouse'), was completed in 2002 and represented a key expansion opposite the original site on Gibb Street. This phase introduced new studio and office spaces tailored for emerging creative enterprises, along with ground-floor retail units and a new studio building flanking the expanded public square. The development shifted emphasis toward digital and businesses, aligning with Birmingham's burgeoning and creative sectors during the early 2000s by providing flexible, growth-oriented workspaces that supported in media production and creation. Integrating seamlessly with the Phase 1 refurbishment of Scott House, the expansion increased the overall Custard Factory site to approximately 60,000 m² across 15 acres, fostering a cohesive environment for collaborative work and . Specific enhancements included the addition of facilities to accommodate meetings and , alongside improvements in site to better serve diverse users and visitors.

Zellig Building Construction

The Zellig Building, a key component of the Custard Factory's expansion, opened officially on 6 October 2010 following a of the grade II listed . This project transformed the historic Victorian structure into a modern creative hub, providing approximately 100,000 square feet of space for independent enterprises. The development was a £10 million project, part-funded by the regional development agency Advantage West Midlands (with funding announced in March 2007), to create around 100 new office and workspace units. The building features a range of facilities tailored to , including studios, offices, galleries, exhibition spaces, workshops, and cafes designed to foster among small and medium-sized enterprises. Architectural highlights include three top-illuminated courtyards connected by flying glass bridges supported by over three miles of steel tubing, creating a dynamic internal environment. Exterior and interior installations, such as the prominent hanging sculpture The Deluge by Toin Adams—a 10-meter-high work composed of metal, glass, and found objects depicting falling figures—add to the site's artistic character. These elements were conceived to support , , and digital production activities, offering dedicated spaces like suites and stages for media professionals. Located centrally within the Custard Factory site, the Zellig Building builds on the foundations of earlier redevelopment phases to enhance the overall media ecosystem, housing over 100 creative businesses and promoting a vibrant for digital and artistic . Its integration strengthens the site's as a hub for the creative quarter in Birmingham's area, facilitating synergies between occupants in film, TV, and related fields.

Recent Developments

As of , the Custard Factory continues to expand with new amenities, including Alfred Works, a 17,500 sq ft operated by Blend Family, featuring 15 kitchens, an outdoor courtyard, and social gaming spaces, scheduled to open in late . Broader plans include a spanning nearly 19 hectares, incorporating additional workspaces, retail, and public spaces to further enhance the site's creative ecosystem.

Facilities and Amenities

Architectural and Design Features

The Custard Factory, originally constructed in 1906 by for production, preserves key Victorian industrial elements that define its architectural character. These include original , exposed steel beams, and high ceilings, which maintain the site's historical industrious edge while providing spacious, light-filled interiors suitable for contemporary creative use. Modern refurbishments integrate essential updates to enhance functionality without compromising the heritage aesthetic. Additions such as systems, full DDA-compliant features, multi-faith rooms, and secure bike storage ensure the spaces meet current workplace standards and promote inclusivity. Artistic installations further enrich the design, blending cultural symbolism with the . Notable examples include the steel Dragon sculpture by Tawny Gray, which climbs the exterior wall overlooking the central lake, and the 40-foot-high statue, also by Gray, symbolizing nature and rebirth through its stone and vegetation form. From the 4th-floor levels, occupants enjoy panoramic views of the nearby , internal courtyard, Gibb Street, and Birmingham city center, enhancing the site's connection to its urban context. The overall design philosophy emphasizes , harmoniously blending preserved industrial heritage with flexible, growth-oriented modern spaces tailored for . This approach, evident in the retrofit of early 20th-century structures into affordable workspaces, fosters interaction and innovation while honoring the site's origins.

Public and Community Spaces

The Custard Factory features a range of public and community spaces designed to foster interaction among visitors, tenants, and local residents. Central to the site is a large communal atrium that serves as a gathering point, overlooked by workspaces and providing views of the surrounding area. A reception offers front-of-house support, while the communal tenant foyer enhances accessibility with full DDA compliance, including ramps, accessible toilets, and assistance for visitors. Amenities include the Mockingbird Cinema, an independent venue screening films and hosting events, alongside an on-site coffeeshop for casual dining. Retail units, such as a barber shop, contribute to the vibrant street-level activity, complemented by shower and changing facilities, bike storage, and gym spaces available to the public and tenants. These facilities support daily use and encourage foot traffic from the nearby city center. Event capabilities are extensive, with conference rooms and meeting spaces accommodating corporate gatherings, alongside larger venues suitable for weddings, festivals, and proms up to 12,000 square feet. Showers and changing areas further facilitate multi-day events. In September 2025, Blend Family announced Alfred Works, a 17,500 square foot (1,600 m²) food hall planned to open in 2026 within the site, featuring 15 kitchens, market stalls, dining options, an outdoor courtyard, and social gaming areas to draw public visitors. The site emphasizes community engagement through regular fairs, gigs, and pop-up markets, which attract diverse crowds and integrate the Custard Factory into 's cultural fabric.

Education and Training

Co-located Media Institutions

The Campus of College Birmingham (formerly South Birmingham College), situated adjacent to the Custard Factory, serves as a dedicated annexe for media and education, offering specialized courses in areas such as , podcasting, media production, and skills. This proximity fosters integration with the site's creative ecosystem, providing students hands-on access to professional environments. The VIVID media centre, established as the Birmingham Centre for Media Arts, relocated to the Digbeth area near the Custard Factory in 2005, focusing on training in , , and arts through workshops and collaborative projects. Originally rooted in initiatives, VIVID emphasized practical skills development for emerging artists and filmmakers until its evolution into Vivid Projects, which relocated to 54–57 Allison Street in in summer 2024, continuing media arts programming in the vicinity. Established in 2005 as part of the Custard Factory quarter on Heath Mill Lane, the Progress Works complex houses Access Creative College, a specialist provider offering practical diplomas and degrees in media production, games design, , and related creative fields for 16-19-year-olds and adults. The college's location, just yards from the main site, supports industry-led training with facilities for hands-on media projects, including video editing and digital content creation.

Training Programs and Collaborations

The Custard Factory serves as a hub for hands-on media training programs, primarily through co-located institutions like Access Creative College, which offers vocational courses in TV production, , and tailored for 16- to 19-year-olds. These programs emphasize practical skills development, including scriptwriting, filming, editing, and creation, enabling participants to gain industry-relevant experience in Birmingham's creative ecosystem. Similarly, Vivid Projects supports media arts practice through collaborative workshops and events that foster experimentation in film, video, and , often involving emerging artists and practitioners in . Key collaborations enhance these initiatives, with the area offering more creative apprenticeships than any region outside . Occupants such as Maverick Television, which originated at the site in the early , are part of this ecosystem. Ties to Birmingham City University's creative programs further strengthen this network, including student-led projects like designs for Custard Factory initiatives and access to the site's facilities for practical learning in media and design disciplines. These efforts focus on and diverse talent development, prioritizing underrepresented groups through inclusive vocational pathways that build skills for the . The programs support Birmingham's broader tech and creative sector, which employs approximately 56,000 professionals, by nurturing entry-level talent and contributing to job growth in and production roles. Following expansions after , such as the opening of Progress Works on Heath Mill Lane and Fazeley Studios in 2008, the Custard Factory shifted toward a stronger digital focus, integrating advanced media facilities that aligned training programs with like high-definition production and interactive content. This evolution has sustained the site's role in , accommodating over 400 businesses and 2,000 employees in creative and digital fields.

Occupants and Businesses

Business Ecosystem Overview

The Custard Factory in Birmingham serves as a vibrant hub for a diverse , hosting over 400 enterprises as of 2025 that blend with digital innovation. These include digital media firms focused on TV production and , design studios specializing in and , tech startups developing software and apps, as well as independent shops, cafes, bars, and craft breweries that contribute to the site's lively atmosphere. This mix fosters collaboration among approximately 2,000 workers, creating a dynamic environment where creative and tech sectors intersect to drive innovation. The economic model of the Custard Factory emphasizes flexibility to support business growth, offering leases ranging from 300 to 12,000 square feet tailored to startups and established firms alike. Low initial rents, historically as affordable as £2-3 per square foot in the site's early days, were designed to attract innovators and entrepreneurs, enabling the transformation of derelict industrial space into a supportive workspace. Today, this approach continues to lower barriers for entry compared to central Birmingham locations, sustaining a community-oriented ecosystem that prioritizes adaptability over rigid commercial structures. Since its redevelopment in the early , when developers and artists first populated the former Factory site, the has expanded significantly into a key pillar of Birmingham's broader tech economy, which encompasses over 6,000 firms city-wide. This growth reflects a deliberate strategy to nurture creative-digital synergies, positioning the Custard Factory as an incubator for talent and ideas that bolster the region's status as a creative quarter.

Notable Current and Past Tenants

The Custard Factory has hosted a diverse array of businesses, particularly in creative, digital, and production sectors. Among current tenants, , a company specializing in products, maintains its engineering team office there. Fused Magazine, a publishing house focused on , , and art, operates from the site. In television production, Maverick Television and North One Television both have studios within the complex. Beer Digbeth, a (formerly known as ), produces craft beers on-site, contributing to the area's food and beverage scene. Punch Records, an label and store, has been a longstanding presence supporting local artists. In 2025, Blend Family opened Alfred Works, a new featuring 15 kitchens in a transformed market space, enhancing the site's culinary offerings. Past tenants include , which formerly utilized space for fashion logistics operations; , an international firm that occupied offices for UK design work until 2021; The , which ran young entrepreneur programs there before relocating; , a design studio providing graphic and branding services; and cartoonist Alex Hughes, who worked from studios in the complex during its early creative phase. In the early , Scott House studios housed numerous artists as part of the initial redevelopment into an arts hub. The site's evolution reflects a shift from industrial use to a vibrant creative ecosystem. The tenant mix demonstrates diversity across sectors, with tech examples such as digital agencies in the units, creative outfits like Studio 211 for media production. As of 2025, over 68 companies are registered at the B9 4AA postcode, underscoring the site's ongoing vitality.

Cultural and Economic Role

Impact on Digbeth Regeneration

The Custard Factory exemplifies a successful model of urban regeneration by converting a derelict industrial site—once the production facility—into a creative quarter that has inspired similar projects across the . This organic transformation, initiated in the , emphasized low-cost meanwhile uses for artists and small enterprises, fostering a unique and shifting from a neglected area to a desirable destination. The approach earned recognition from the Academy of Urbanism in for its innovative urbanism and ripple effects on surrounding development. Economically, the Custard Factory has generated significant , with phases of creating over 330 jobs in 2007 alone and supporting more than 700 workers across its businesses by that time, contributing to broader job growth in 's creative sector. By , it hosts over 400 businesses, primarily in tech and media, helping position as part of the West Midlands—the UK's fastest-growing tech region—and driving high rental yields of around 6.5% in the area amid rising demand for creative spaces. These contributions are projected to bolster the region's £4 billion creative economy through flagship investments. Socially, the site has attracted young professionals and creatives, revitalizing by reducing vacancy rates through heightened demand for live-work spaces, with vacancy rates in peripheral areas like the M42 dropping to 4.01% by 2019 amid broader regeneration efforts across the city. In 2019, proposals outlined expansions including live/work flats and a 'garden in the sky' rooftop feature to further integrate residential and communal elements, enhancing cohesion. This addressed longstanding challenges from the era of industrial decay and high in 's post-manufacturing landscape, evolving it into a thriving hub by 2025.

Events and Community Engagement

The Custard Factory serves as a vibrant hub for regular events on Gibb Street, including craft fairs, flea markets, and gigs that draw diverse crowds. The annual Makers Market, for instance, features over 40 stalls showcasing handmade crafts, vintage items, and local produce, typically held on Sundays with entry at £2.50 for adults. Gigs and festivals hosted in the complex include performances by acts such as Chinese Man, Electric Swing Circus, and The Mouse Outfit, contributing to its reputation as a key venue for live in . These events often extend to corporate and private functions, utilizing the site's flexible spaces for conferences and celebrations. Cultural programming at the Custard Factory emphasizes accessible arts experiences, with the Mockingbird Cinema offering regular film screenings, including specialized seasons like the Film Festival, outdoor projections, and free late-night mystery movie clubs. Art exhibitions occur in on-site galleries, such as the Daphne Francis Gallery's "Art " series, which highlights works by regional creators and continues through rotating displays in the complex's reception areas. Street food pop-ups complement these activities, with events like the Digmas Diner providing seasonal tastings from local vendors, fostering a casual atmosphere for visitors. Community initiatives at the Custard Factory prioritize support for local artists through affordable studio rentals, enabling over 1,000 creatives to establish workspaces since the site's 1993 redevelopment as a mixed-use creative quarter. Collaborations with residents drive inclusive programming, such as joint events that integrate neighborhood input to promote diverse cultural expressions and accessibility. Tenant involvement, including from galleries and performance groups, enhances these efforts by co-curating public activities. In 2025, key highlights include pre-launch events for the Alfred Works , announced in September, which feature pop-up tastings and community previews to boost public engagement ahead of its 2026 opening with 15 independent kitchens and an expansive courtyard.

Surrounding Area

Nearby Entertainment Venues

The Custard Factory in , Birmingham, benefits from its position within a vibrant district teeming with entertainment options just steps away. Prominent among these is the O2 Institute, a historic originally built in 1908 as a and now hosting a diverse array of live performances with a main auditorium capacity of 1,500. Formerly known as the , it has been a cornerstone for alternative and indie music scenes, featuring acts ranging from rock to electronic over its long history. Another notable spot is the Old Crown , recognized as Birmingham's oldest secular building dating back to around 1368, offering a mix of traditional pub fare, live music events, and a Grade II* listed timber-framed structure that enhances the area's historic charm. Located on Deritend, it frequently hosts acoustic sessions and folk performances, drawing crowds for its atmospheric setting amid Digbeth's evolving nightlife. While the AIR nightclub, a 2,000-capacity that defined 's electronic and era from 2003 until its closure in 2012, with the site continuing to host events until 2025, no longer operates, its legacy contributes to the district's reputation as a former hub for large-scale events. In its place, venues like Dead Wax Digbeth continue the alternative vibe with multi-room setups for live gigs and vinyl nights, accommodating up to 230 patrons in an intimate setting. Complementing these, the Mockingbird Cinema, situated within the Custard Factory precinct, provides an external yet proximate option for film enthusiasts with its 96-seat auditorium screening independent and unconventional movies. Digbeth's cultural proximity extends to extensive trails, where murals by prominent graffiti artists such as Gent48 and Annatomix create an open-air gallery experience, often intersecting with pop-up performances and gigs that amplify the area's alternative scene. All these attractions lie within a short of less than 0.5 miles from the Custard Factory, fostering its role as a central node in Digbeth's and encouraging seamless integration of creative outings.

Shopping and Transportation Access

The Custard Factory features a selection of independent boutiques and creative retail outlets within its premises, offering unique artisanal goods and local designs. For broader shopping options, visitors can access the shopping centre, located approximately 0.5 miles south of the site, which provides a vast array of high-street stores and department options just a short walk away. Additionally, Grand Central, integrated with Birmingham New Street Station, lies about 0.7 miles northwest and hosts premium retail and dining experiences, enhancing connectivity to the city's shopping district. Transportation access to the Custard Factory is highly convenient, with situated adjacent to the site in , facilitating easy intercity travel. The area is within a 9-minute walk of Birmingham Moor Street Station and a 13-minute walk of Birmingham New Street Station, providing frequent rail services across the . Future enhancements include the HS2 Curzon Street Station, now expected to open in the 2030s following delays, which will introduce links and is positioned nearby to boost regional connectivity. Cycling paths and extensive bus networks, including routes via the extension plans through , further support sustainable and local transit options. Recent developments include the BBC's relocation to the adjacent former Tea factory, bolstering the area's media infrastructure as of 2025. As of 2025, Digbeth's ongoing regeneration has improved accessibility and economic yields around the Custard Factory, positioning it just minutes from emerging tech and media hubs amid broader urban growth.

References

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