HMV to launch Europe’s biggest store in Birmingham city centre with free gigs by Liam Payne, James Arthur and Beverley Knight

Europe

It’s going to be the biggest store of its kind in Europe where you can not only buy the music from your favourites artists – but watch them play live, too.

And to get the hmv VAULT up and running in Birmingham city centre, three superstars will be playing free gigs on the custom-built stage this weekend in the heart of Brum

This Friday’s launch day will see One Direction star Liam Payne becoming the first star to play live followed by Wolverhampton-born soul star Beverley Knight MBE.

Then, on Saturday, X Factor 2012 winner James Arthur will follow suite by playing a special set for his own adoring fans.

At 25,000 square feet, hmv Vault is being billed as ‘Europe’s biggest entertainment retail experience’ and ‘a nirvana for music and film fans’.

Liam Payne posing for a selfie
Liam Payne posing for a selfie with fans at the then Genting Arena in 2017 (Image: Mark Radford / BirminghamLive)

If the first weekend’s gigs go well at the concept store , it’s also set to become a live venue with a difference, too.

 

+ BirminghamLive has asked the organisers for more specific details about the times and event capacity for these gigs as well as when the store itself will be open in general. This story will be updated when they reply to us.

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What will the store sell?

The hmv VAULT will stock more than 23,000 vinyl LPs as well as more than 77,000 titles on CD.

It will also be the first retailer to be able to offer every film available on 4K UHD (19,000 Blu-ray and 42,000 DVD titles), alongside a range of books and music-inspired fashion and merchandise.

The HMV logo in its Bullring window
The HMV logo in its Bullring window last Christmas (Image: Graham Young / BirminghamLive)

There will also be experts on-hand to help customers select the very latest range of music-tech from turntables to headphones.

hmv Vault has also been built to deliver more than shopping with a custom-designed in-store stage and PA system at the heart of the new shop.

The giant new HMV Vault store in Dale End. (Image: Graham Young / Birmingham Live)

The idea is to ‘lure more internationally-renowned and up-and-coming artists to perform live in the city’.

While the new hmv VAULT is said to be 25,000 sq ft, the world’s biggest Primark which opened with five floors on nearby High Street on April 11, 2019 is 160,000 sq ft.

What the boss says

Doug Putman, CEO and owner of hmv said: “When I bought hmv early this year, I had a vision for its future success.

“With the opening of the hmv Vault a part of that has become a reality.

“I want our stores to be at the heart of a community of music and film fans and a place where they can not only satisfy their passion, they can also meet each other and discover new artists as well as see some of the biggest names in the business perform.

HMV shelves in the Bullring in 2018
HMV shelves in the Bullring in 2018 (Image: Graham Young / BirminghamLive)

“The hmv Vault will become the home of music in Birmingham so I can’t wait to welcome the city’s fans through our doors.”

hmv will celebrate its centenary in 2021.

The company sold 31 per cent of physical copies of music in the UK in 2018 and 23 per cent of all DVDs and Blu-ray discs but then went into adminstration on December 28, for the second time in six years.

In February, 2019, it was acquired by Canadian company Sunrise Records.

Look what happened when The Vamps were at hmv Birmingham in 2016:

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How to see the superstars

Fans hoping to see Liam Payne should arrive ahead of his performance at 12.30pm at the store.

Places will be allocated on a strictly first-come, first-served basis.

Following Liam Payne’s opening set, the hmv Vault will play host on Friday evening to a performance by Beverley Knight, ahead of her new album release.

James Arthur will play on Saturday and there will also be a set from hmv’s recent album of the month artists The Murder Capital.

The Dale End footpath next to the Ballroom
The Dale End footpath next to the mothballed venue The Ballroom (right) and opposite the new hmv VAULT store which will be on the left (Image: Iain Findlay / BirminghamLive)

Where is it?

IKEA closed its Dale End store in July 2018 after just two years in the city.

The hmv VAULT will be there close to the NCP car park and the local McDonald’s in Dale End.

The area is cold so if you think you might be queuing for a long time take warm clothing.

Across the road is a former venue called The Ballroom.

This has been mothballed, but X Factor auditions were held inside there in February earlier this year.

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