NEW PREMIUM EXPERIENCES AT MIDLANDS ARENAS

When the NEC Group asked us to help launch their new hospitality brand, Premium, we knew this wasn’t just another shoot. It was a chance to support a major transformation at two of the UK’s most iconic venues: Utilita Arena Birmingham and BP Pulse Live.

NEC had invested heavily in reimagining their premium spaces and needed content that instantly captured the elevated experience on offer. Premium isn’t just a label, it’s a statement. Designed for those who expect more than just a seat, these lounges and balcony areas are sophisticated, social, and electric from the moment guests arrive.

Two creative concepts shaped the look: the vibrant, nightlife-inspired ‘Big Night Out’, and the retro-luxe ‘Our Eras Tour’, nodding to NEC’s 1970s origins. With the new spaces nearly complete, we shot on location, capturing every detail from shimmering lighting to plush interiors.

Casting a mix of stylish models, we focused on natural moments: raised glasses, shared laughter, and quiet connection. Hero shots of cocktails and canapés added a touch of indulgence, positioning Premium as more than a night out. It’s a new kind of experience.

The result is a striking suite of images and video now rolling out across NEC’s digital, social, and on-site campaigns. We’re proud to have helped NEC Group redefine what premium hospitality looks and feels like in the Midlands. More than content, this was about crafting a first impression that sets the tone for everything that follows.