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Birmingham’s leading retail and leisure destination is running a three-day experience dedicated to all-things tech, giving visitors a chance to reimagine how we shop, play, and relax.

Taking place throughout selected stores from 31 May - 2 June, Bullring Tech Makeover will showcase how shopping is being innovatively elevated with high-profile international brands including Selfridges, Nike, Holland & Barrett, and Michael Kors taking part.

Across the three days, Bullring will host immersive experiences, special events, and personalisation powered by technology, to showcase what the future of retail might look like. From AI-powered innovations and robots interacting with customers; to beauty apps that offer the ultimate in custom-made solutions: Bullring Tech Makeover is set to level-up the Brummie shopping experience.

Selfridges will become the home of BeautyTech for the weekend, with brands like Dermalogica, Lancôme, and Kiehls offering skin and hair scanning. Meanwhile, Nike will be on-hand to offer its ‘Nike By You’ service, allowing members to personalise and design their new Nike products to co-create pieces unique to them.

Holland & Barrett will be helping Brummies to feel better, with demonstrations of its AI-powered diagnostic tool. If gaming is more your style, Sandbox VR will be demonstrating its immersive gameplay tech offering a glimpse into the future of entertainment, as well as hosting a competition between its robot servers and human bartenders to see who can create the best tipples.

The Tech Makeover is a highlight in Bullring’s exciting event calendar this year, as its owner Hammerson continues to reposition the destination through the creation of unique placemaking activations to excite and engage customers.

Driving relevancy amongst visitors, Hammerson has focused on broadening the use and purpose of Bullring. From being transformed into a late-night entertainment venue with celebrity DJs for ‘Late Night Out’ and hosting large scale events including Borealis, an immersive Northern Lights-inspired experience; to running wellness festival ‘Find Your Happier’ and even a pop-up gig by none other than Dizzee Rascal: Bullring continues to tap into the zeitgeist, generating new reasons to visit year after year.

Bullring Tech Makeover is being delivered in collaboration with Birmingham-based PR agency, EAST VILLAGE., which specialises in PR and events for consumer tech brands.

Bullring Tech Makeover is taking place from Friday 31 May - Sunday 2 June, and is completely free to attend. To find out what you can experience, visit bullring.co.uk

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