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LOCATIONS FOCUS: THE CUSTARD FACTORY
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The Custard Factory, a revolutionary new arts and media centre, houses the best of the city’s creative talent. Already comprising a mix of studio workshops, galleries, shops, bars and restaurants, a 40,000 sq ft international design and exhibition centre is on the way and will be complemented by plans to develop a riverside walk, a small luxury hotel and apartments for living and working.
What is the history of your location?
In the mid-19th Century a qualified pharmacist, Alfred Bird, invented Custard Powder for his wife who was allergic to eggs. It soon became a favorite pudding up and down the nation and Alfred employed thousands of staff to produce custard in his factory. However by the early 1980s it had long since lost its mysterious appeal and the factories fell derelict.
There was an overwhelming response from creative companies eager to work at the Custard Factory following its redevelopment in the early 1990s. The Custard Factory is now home to a revolutionary arts and media centre, equipped with studios, offices and super-fast links to the net. Since the 1990s a whole new inner-city neighborhood has begun to emerge - intricate, fine-grained and threaded with contemporary spaces, fountains and sculpture.
What does it mean to the local people and the city?
The Custard Factory is a unique facility for the creative community of Birmingham, and is an ideal location to work, network and play. It has an individual image unlike anywhere else in the midlands and is often viewed as a leading example of arts-and- media-led inner-city regeneration. Owner, designer and developer Bennie Gray is frequently invited by city leaders from all over the world to talk about his experience in the creation of the Custard Factory.
How long has it been used as a location for the film/broadcast industry?
The Custard Factory has been popular with production companies since it was redeveloped in the 1990s. The large industrial units are great for music videos while the rooftop boasts one of the best views in the city and has previously been used to advertise top of the range sports cars. Having several large film companies based here also adds to the interest.
What do you like the most about it?
I love being part of something different within Birmingham. The Custard Factory attracts some world-class creative talent and plays host to some fantastic one-off events. I’ve also seen some very odd things but I wont elaborate on that just now.
What piece of trivia about the location can you offer?
People still ask if they can get a job making custard. It’s also rumored that if you touch the 40ft Green Man sculpture you’ll have a baby.
If the building’s walls could talk, what do you hope they would keep a secret?
What some staff members and tenants get up to here in the bar at weekends.
www.custardfactory.com
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