A trip to the shopping centre can be many things - a quick pass-through, a wallet-drain, a nice day out. But what if it could also offer a safe space that supported your mental wellbeing?
And what if, on top of that, there was no waiting list, no clinical environment, no need for a booking - what if you could simply walk in and talk to someone?
This is the ethos behind Birmingham Mind’s Wellbeing Hub at Bullring and Grand Central, delivered as a joint collaboration between Hammerson who are the owners of Bullring and Grand Central, JLL, who manage the asset for Hammerson and Mitie who provide the security services there.
From mitigation to meaningful prevention
As the country attempted to return to normal after the first COVID-19 lockdown, it became clear that the pandemic had taken its toll on the nation’s mental health.
Over the first six months as retail destinations around the UK began to open up again, security and staff at Birmingham’s Bullring and Grand Central were routinely called to support with people in crisis. Teams responded immediately, implementing suicide prevention measures and physical barrier interventions to reduce immediate risk.
However, mitigation alone could not address the underlying need. The critical question became: how do we move from reacting to crisis, to preventing it?
The answer was not simply stronger safeguards, but a shift in approach. Alongside physical interventions, Bullring and Grand Central partnered with Birmingham Mind to embed accessible mental health support directly into the city centre. The Wellbeing Hub became the preventative arm of the strategy, as a visible, non-clinical space where people could access support before reaching crisis point.
Designed for accessibility
Located on Link Street between Bullring and Grand Central, the Hub opened in June 2023 as a space for early intervention and community wellbeing.
Unlike many services:
- No appointment is needed
- No diagnosis is required
- Visitors can remain anonymous
- Open to anyone aged 18+ living in Birmingham or Solihull
This model integrates mental health support into daily routine, rather than separating it from everyday life. People who have passed by hundreds of times on their commute, who drop in during lunch or after work, now have access to support in moments where things feel too heavy to carry alone.
That accessibility removes barriers for those who may otherwise struggle to seek help, creating space for early, informal intervention before crisis escalates.
The stories behind the numbers
Behind every figure is a real person.
Tamir attended the Men’s Peer Support Group after experiencing anxiety, depression and bereavement. With peer support, practical guidance and shared lived experience, he rebuilt his confidence and eventually changed roles and is now working for a Birmingham-based public transport company.
Similarly, the UNRAVEL crochet and knitting group runs weekly sessions at the Hub, offering a relaxed, informal space to reduce loneliness and build community. One attendee reflects:
“For me, I like the relaxed atmosphere and the busyness of it. There is a buzz, we talk to one another.”
Visitors frequently describe the Hub as transformative and welcoming, with one person sharing:
“I feel people listen to me now and see me as a real person.”
And another adding:
“Yes 100%, this hub needs to survive, it’s a great little haven in this busy city.”
Feedback like this exemplifies the tangible difference made when people have access to safe spaces, compassionate conversations and clear pathways to mental health support.
The impact in numbers
Since opening, the scale of engagement has been significant. 7% of visitors have spoken of suicidal feelings, highlighting the essential role the service plays in the community.
To date, the Hub has delivered:
Direct Support
- 608 one-to-one interventions
- 785 people attended the Hub in 2025
- 1,436+ recorded intervention conversations overall
Community Engagement
- 93 groups, sessions and events
- 800+ people engaged in group activity
- 700+ people reached through anti-stigma initiatives
Escalation & Crisis Support
- 67 referrals to Birmingham Mind services
- 44 referrals to Crisis Cafés
- 55 referrals to the Helpline
- 368 crisis drop-ins recorded in 2025 alone
Service quality remains consistently high, with 99% of users stating they would recommend the service and 85% rating it as excellent or very good.
Supporting those on the frontline
Alongside these physical measures, Birmingham Mind delivered “Toolbox Talks” to on-site security teams, working alongside Mitie colleagues responsible for day-to-day centre operations. These sessions provided practical guidance on responding to individuals in crisis, managing high-risk situations and supporting colleagues after distressing incidents.
The Mitie Security team described this support as invaluable:
“The Mind team has helped our officers and managers prepare effectively for critical incidents through practical guidance and scenario-based discussions. This has improved confidence and consistency in how we respond on the ground.”
A commercial commitment behind the impact
Prime city centre space has been provided by Bullring and Grand Central, enabling a highly visible presence within one of the UK’s busiest retail destinations.
The in-kind donation of the use of the unit was given by Hammerson to Mind, it would usually be marketed at a commercial rent to occupiers.
Additional financial contributions in 2025 included:
- £2,500 through a regional charity bursary partnership
- £1,000 to create welcome packs for the Recovery House
- £1,000 to deliver a Men’s Health event at Bullring & Grand Central
The provision of space, marketing support, operational coordination and staff time represents a significant Social Value investment that is both measurable and scalable.
This figure demonstrates that preventative mental health infrastructure, when embedded within commercial assets, creates measurable public benefit.
A model for urban spaces
Bullring and Grand Central sets a precedent for how retail destinations can form part of a city’s mental health safety net, with mitigation and prevention working together.
This project does not attempt to redefine what a shopping centre is. It recognises the influence public spaces already have in people’s daily lives and uses that position intentionally.
When commercial infrastructure is aligned with community need, it can generate measurable Social Value that extends far beyond its original purpose.
Looking ahead
This story proves that when organisations come together around a shared goal, they can deliver real impact, not just in outcomes, but in inspiration.
Looking for inspiration for your own Social Value journey? Check out our success stories.
Or to see how Social Value Portal can support you, get in touch with one of our experts.
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