Indoor interactive clay shooting experience Clays is opening its first venue outside London in a historic Birmingham city centre arcade.
Clays has signed a 25-year lease with independent property company Hortons for a base at Piccadilly Arcade, fronting New Street. It will be in the former Cotswold Outdoor retail space.
The new venue promises competitive socialising for groups of up to 20 people per peg. Clays has become well known for reinventing the country pursuit of clay shooting into a virtual experience game.
Clays, which is London’s premier indoor interactive clay shooting experience, said it would have a fully digitised clay shooting game using advanced technology, alongside a premium food and cocktail menu in a spectacular setting.
The Birmingham location will allow players to decide between a semi-private peg or their very own private room, where they can choose from a collection of six, fully digitalised, games. Using its proprietary technology, Clays said it offered “an experience like no other, within a sleek and stylish setting”.
Birmingham will become Clays’ third venue and its first outside London. Clays Birmingham is expected to open in late 2024, ahead of Christmas.
Nina Meeks of Hortons, said: “Clays has reinvented a traditional country sport by combining an exciting virtual shooting experience with beautiful bar environments. Its arrival at Piccadilly Arcade complements our existing range of independent tenants, and brings a completely unique proposition to the competitive socialising arena in Birmingham.”
Tom Snellock, CEO of Clays, added: “The last twelve months have been an incredibly exciting time for Clays, and I’m so glad that we can officially announce our expansion into Birmingham.
“Piccadilly Arcade is a building steeped in history, so it’s fantastic that we can now be a part of that. We’re looking forward to welcoming guests into Clays Birmingham and continuing to grow across the country – this is only the beginning!”
Piccadilly Arcade is one of Birmingham’s most historic retail and leisure destinations. Originally opened as a 600-seat cinema in 1910, its auditorium was turned into an arcade of shops, linking New Street and Stephenson Street.
It is now home to a range of independent retailers including Shepherds Barbers, Piccadilly Opticians and Faculty Coffee.
Two of the three remaining units at Piccadilly Arcade are currently under offer, with just one unit of 967 sq ft available to let.