Developers eye £1m market with Holloway Head luxury apartments

A vacant former showroom in a run-down Birmingham city centre street is set to be converted into nine luxury apartments aimed at the £1 million price bracket.The building at 76 Holloway Head used to house a catering firm until late last year but developers behind the project are now eyeing a wholesale conversion targeted firmly at the city’s top earners.New plans have been lodged to convert and extend the building by adding three extra storeys so it can house four one-bedroom and four two-bedroom apartments alongside a three-bedroom penthouse on the fifth floor (see gallery above for CGIs).There would also be 11 parking spaces and commercial units on the lower ground and ground floor for restaurants or cafés.The application site is directly opposite Concord House, the former Debenhams warehouse which has recently been converted into 19 high-end flats including the city’s most expensive which sold for £1.8 million a few weeks ago.76 Holloway Head most recently housed Red Rob Catering Supplies but this was placed into liquidation in October 2014.