AVRs and Marketing CGI for Goods Station

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Verified Views & Architectural Visualisation Supporting Planning Approval for Major Urban Regeneration
Our Studio is a UK-based architectural visualisation studio specialising in planning CGI and Verified Views (AVRs) for large-scale urban developments.
For Goods Station in Birmingham, we were commissioned to deliver a comprehensive visualisation package that played a key role in supporting the successful planning approval of this landmark mixed-use scheme.
Working with Vita Group, alongside architects SimpsonHaugh and landscape architects LDA Design, our Verified Views and marketing CGI were developed to clearly communicate the design intent, scale, and urban impact of the proposals to planning officers, stakeholders, and decision-makers within the UK planning system.

Visualising a Complex Mixed-Use Development
Located on the former Axis site in central Birmingham, Goods Station will deliver a new sustainable urban neighbourhood, comprising 900 residential units across three buildings, 720 student bedrooms, and a 278-bed hotel and serviced apartment offering.
In addition to residential and hospitality uses, the scheme includes a public food hall designed to support independent operators, alongside a new landscaped public square that will create a key pedestrian link between New Street Station, Centenary Square, and Brindley Place.
For a development of this scale and complexity, architectural visualisation is critical in demonstrating how the proposals integrate into the existing city context. Our Studio’s planning CGI and Verified Views ensured that massing, townscape impact, and key views were represented accurately and in line with planning requirements.

Verified Views for Planning and Decision-Making
Our Verified Views (AVRs) were produced to meet rigorous planning standards, providing accurate representations of how the development will appear within Birmingham’s skyline. These views formed a core part of the planning submission, enabling consultees and decision-makers to assess visual impact with confidence.
Alongside the technical planning visuals, our marketing CGI helped to communicate the wider vision for Goods Station—translating architectural proposals developed by SimpsonHaugh and public realm strategies by LDA Design into engaging imagery that could be understood by a broader audience.
This combination of planning CGI and marketing visualisation is essential in supporting successful planning outcomes, particularly on high-profile city centre developments.
Result: Planning permission granted.

Architectural Visualisation for Urban Regeneration in Birmingham
Goods Station reflects the ongoing transformation of Birmingham through high-density, mixed-use regeneration projects. Our Studio’s architectural visualisation work supports this process by providing clear, accurate, and compelling imagery that underpins both planning approval and future development phases.
Planning permission has now been granted, with construction expected to begin in Autumn 2025. Once complete, the development will deliver significant economic and social benefits, including job creation, increased council tax revenue, and long-term contribution to Birmingham’s economy.

Supporting Planning Success Through Visualisation
For developers such as Vita Group, effective architectural visualisation reduces planning risk and strengthens the overall submission. Our Studio’s planning-led approach ensures that complex schemes are communicated with clarity and precision at every stage of the development process.

Services delivered: Verified Views (AVRs) · Planning CGI · Marketing CGI · Architectural Visualisation

Project team: Vita Group · SimpsonHaugh · LDA Design

Location
Birmingham: Architect
Simpson Haugh & Partners | LDA: Developer
Vita Group