Hammerson has partnered with Waymap, the personal navigation app, to transform accessibility across Bullring and Grand Central in Birmingham. Already operating at New Street station, for the first time customers with sight and accessibility needs can seamlessly move between one of the UK’s busiest retail centres and the country’s busiest regional station.
Waymap is now live across the estate, providing audio and on‑screen navigation to help visitors find their way through over 1.5 million sq ft of retail and leisure space, including routes between shops, amenities and New Street station. The technology works indoors, outdoors and underground without the need for internet, Bluetooth or GPS, helping customers with a range of access needs to move confidently through complex environments.
The app allows users to personalise their journey, including options to select or avoid stairs and lifts, supporting those with reduced visibility or mobility requirements. Its introduction builds on Hammerson’s commitment to making its destinations easier to access and enjoy for everyone.
With more than 47 million visits a year to Bullring and Grand Central, the rollout marks another step in improving the customer experience at one of the country’s leading retail destinations. Further accessibility enhancements are planned for 2026, including new tactile braille maps at customer toilets and the introduction of sensory maps and autism‑friendly visual guides to help visitors plan their trips.
Toby Tait, Director Asset Management in UK at Hammerson, said: “At Hammerson, we want to ensure our destinations are as accessible as possible, for everyone. We’re collaborating with Waymap to provide a uniquely accessible route throughout our flagship destination at Bullring and Grand Central, with the additional benefit of connecting to the UK’s busiest regional train station. We are making our retail destinations easier to navigate and enjoy for all customers, with journeys tailored to those with a range of access requirements.”