Fire Integrity played a key role in delivering comprehensive passive fire protection for Primark’s 160,000 sq ft flagship store at 38 High Street, Birmingham - the retailer’s largest UK development and a landmark addition to the city’s retail landscape.

Working within a major structural transformation designed by 3DReid, the project required extensive alterations to reshape the former Pavilions shopping centre, creating new retail spaces, atria, and pedestrian routes that connect High Street with Moor Street and the Bullring. The complexity of these works demanded a high level of coordination and expertise to ensure safety, compliance, and efficiency throughout the build.

Fire Integrity’s specialist team provided and applied cementitious coatings, intumescent coatings, and fire stopping systems across the project, protecting the structural steelwork and key junctions from the spread of fire and smoke. Each system was carefully specified to meet the diverse performance and aesthetic requirements across the new and retained elements of the structure.

The cementitious coatings were used to deliver robust, durable fire protection in high-risk or concealed structural areas, offering long-term performance and resistance to environmental conditions. Intumescent coatings provided lightweight, high-performance fire resistance to exposed structural steel, maintaining the architectural vision for open internal spaces and feature atria. Complementing these systems, fire stopping was meticulously installed to maintain compartmentation throughout service penetrations, floor zones, and complex interface details.

Operating in the heart of Birmingham’s busy retail district, Fire Integrity coordinated closely with the construction and design teams to sequence works safely and efficiently, minimising disruption to the surrounding area and maintaining full compliance with UK fire safety standards.

Through precise installation, detailed quality control, and seamless integration with the wider construction programme, Fire Integrity helped ensure the safe and successful completion of this complex redevelopment - a project that now stands as a key anchor within Birmingham’s re-energised city centre retail network.