Form Property has been appointed by joint venture partners Cole Waterhouse, Taurus Investment Holdings and Housing Growth Partnership to deliver mobilisation and marketing services for the first phase of a major new mixed-use neighbourhood in Digbeth, Birmingham, following a competitive pitch.
The independent real estate operations and asset management division of Form Property’s business will lead the launch of the first phase of the development comprising 211 build-to-rent apartments alongside ground-floor commercial space and new public realm.
The appointment forms part of a wider regeneration project that will deliver over 900 homes, with mixed ground floor commercial space and a network of new streets, squares and green spaces, creating a vibrant new neighbourhood that builds on Digbeth’s established cultural identity and established reputation as one of Birmingham’s most exciting city districts.
Drawing on expertise across hospitality, operations, development and community management, the company will act as a strategic partner to the joint venture, delivering everything from brand strategy and community engagement through to recruitment, training and mobilisation of the on-site team.
Jack Pinkney, Managing Director at Form Property, said: “We’re delighted to have been appointed by Cole Waterhouse, Taurus Investment Holdings and Housing Growth Partnership to help bring this significant new neighbourhood to market. Opportunities to shape a place from the very beginning are rare and by delivering mobilisation and marketing alongside operational planning, we’re able to create a seamless experience from first enquiry stage through to long-term community building.
“This is a significant instruction for Form and reflects a strategic direction we have been moving in over the past 12 months. We’ve made considered investments in the systems, technology, operational processes and specialist team needed to deliver this type of project to the highest standard.
“Our role extends beyond operating buildings. We’re focused on creating places where people genuinely want to live and belong, while protecting and enhancing the long-term value of the asset for our clients. We’re looking forward to working closely with the joint venture partners and local stakeholders as this exciting new neighbourhood starts to takes shape.”
Roderick Priestley, COO of Cole Waterhouse speaking on behalf of the JV said: “We are pleased to have appointed Form Property to advise and support as we look to bring our exciting project to market. We were drawn to Form for their impressive expertise in delivering placemaking, activation and a customer focused approach across major mixed-use estates in Manchester as well we their detailed, thoughtful and professional mindset”.
