Vita reveals initial concept for Goods Station

Vita Group reveals the initial concept sketch and further narrative for its Goods Station mixed-use masterplan in Birmingham.

Vita Group's initial concept sketch for the Goods Station mixed use development masterplan in Birmingham, which will include Build to Rent homes | BTR News
Vita Group's initial concept sketch for the Goods Station mixed use development masterplan in Birmingham, which will include Build to Rent homes.

Urban regeneration specialist Vita Group reveals the initial concept sketch and more detail on its Birmingham mixed-use masterplan – Goods Station. Last month (April 2023), Vita Group secured the regeneration site from LCR, a commercial development and placemaking specialist.

The site has planning consent for a mixed-use development and the masterplan includes Build to Rent homes. Goods Station seeks to celebrate the site’s heritage as a live-work destination.

“Goods Station will honour the location’s heritage as a centre for craftmanship and trade, a hub which connected Birmingham’s goods with the world. Now, Goods Station will do the same, but this time with people and ideas. 

“A place which celebrates the good and the great in life, championing good intentions, with attention to sustainability, prosperity and health. Goods Station will promote everything that is good for you and for the community, welcoming Birmingham in, creating an inclusive place which you feel a part of. Goods Station is all about good vibes, good health, good opportunities… a good life.”

David Ancell, Chief Brand Officer, Vita Group

Details for Goods Station is still at concept stage and Vita Group aims to begin early consultation for the masterplan in June/July. The company is working out the finite detail of what will be included in its residential offering, but the aim is to create a sustainable mixed-use urban neighbourhood catered for a range of demographics who want to live in the city. 

Vita Group has also released the initial concept sketch which begins to show what the mixed-use masterplan will create. Green space on multiple levels welcomes Birmingham in, active ground floor retail and leisure destinations provide independent operators from across the city with a springboard to launch concepts, and the development will offer a wide range of places for renters to live.

“Whilst it’s still early days, we’re excited to show you very early concepts of what Goods Station could be, there’s a real opportunity to create something which at its core captures the Birmingham ID, creating a vibrant destination which welcomes the city and creates great places to live thanks to its plethora of uses.” 

James Rooke, Head of Planning, Vita Group

Vita Group engaged local historian Carl Chin to help understand the extensive site heritage which predates its use as the Central Goods Station, arcing back to a time when the site was a vibrant place where people lived, and goods were traded from ‘little gaffers’, traditional houses where small manufacturers would live and trade. In many respects, the vision for the Goods Station masterplan is to embody this live/work philosophy, creating an environment in which people can thrive.