The NEC has unveiled details of its £4.5 million transformation to completely change the look and feel of the Birmingham venue.

The first phase of its project began in June and is set to be completed in late August.

"We have seen our NEC campus change radically over the past three years," said Kathryn James, managing director for NEC Group Conventions and Exhibitions.

"We began our journey as an exhibition venue, and are now a thriving 24/7 business and leisure destination.

"We are attracting more and more visitors each year as the amazing content hosted by our exhibitions, conferences, live events and attractions – both on campus and within the NEC – develops."

The new design will see 37 translucent backlit pyramid structures built at the venue.

Between the pyramids will be a series vibrant colour panels designed by global agency McCann.

The new additions follow a recent £4 million investment in 185 high-spec digital displays installed across the site.

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The complex project is being managed by CBRE with Base Structures, Ultimate Coatings and SPV Group looking after the specific aspects of the installation.

The NEC campus now attracts over seven million visitors annually to the NEC, Genting Arena, Vox conference centre and Resorts World Birmingham.

This number is set to grow as the site’s first permanent attraction – The Bear Grylls Adventure – opens this autumn.

"We have a rich heritage of over 40 years, but, whilst the services we deliver have evolved, the exterior of the venue has stayed the same," added James.

"This transformation that we fondly call Project Facelift, will give the venue a modern and impactful look which is a great fit with the exciting developments on campus – happening right now and in the future."

"As the NEC campus continues to grow and thrive, this investment is an integral part of our wider masterplan that we'll develop over the coming years."