The building is part of the Bullring Shopping Centre and houses Selfridges Department Store.

The building was completed in 2003 at a cost of £60 million[1] and designed by the architecture firm Future Systems.

[2] Since its construction, the building has become an iconic architectural landmark and seen as a major contribution to the regeneration of Birmingham.

The architecture firm Future Systems were appointed by Selfridge's then chief executive, Vittorio Radice, to design only the third store outside London.

Although Selfridges was physically integrated with the Bullring Shopping Centre the client wanted a distinct design approach which would set the store apart from the rest of the development and become an instantly recognisable signpost for the brand.