Our Brief
Working with our client Starboard Hotels, our Design Team were tasked with the refurbishment and rebrand of the existing an hotelat Birmingham Airport into an AC by Marriott, delivering a transformation that would reposition the property in line with Marriott’s European-inspired brand ethos.
The scope of works includes the refurbishment of all 166 guestrooms, introducing new casegoods, wall and floor finishes, and FF&E, with soft enhancements to the en-suites. We were also asked to undertake the refurbishment of the guestroom corridors and a full replan and refurbishment of the public areas, ensuring they reflect AC’s modern aesthetic while improving guest experience and operational flow.
Our Approach
At Bell&Swift, we know that successful refurbishments are about more than aesthetics - they’re about delivering value, improving operations, and creating spaces guests want to return to. Leading the space planning process, we collaborated closely with the project architect to make sure every square metre worked hard, and that the public areas flowed seamlessly in line with the AC brand.
The reception lobby proposals are open and inviting, blending warm timbers and contemporary stone finishes to create a sophisticated guest arrival experience. The interior scheme draws on the locale of Birmingham NEC & Airport as a hub for networking and connection, a theme particularly highlighted in the artwork throughout the space.
This character continues into the main public areas where comfort and elegance combine. The AC Bar will feature a statement stone façade and sleek architectural lighting, creating the perfect space for socialising and connecting. Meanwhile, the AC Lounge has been designed as a more intimate space to relax and unwind, with a central fireplace and display adding both warmth and atmosphere.
Our team developed a bespoke guestroom scheme that captures the essence of the AC Hotels brand - purposeful, contemporary, and refined. With twelve room types, each layout was carefully planned to maximise space, enhance functionality, and maintain a consistent design language across the property.
The interior palette draws on AC’s signature balance of texture and tone, combining warm timber finishes, soft neutral fabrics, and understated black metal accents. These materials work together to create a calm, welcoming environment that feels considered and timeless. Every element from the integrated lighting to the detailing of casegoods and joinery was selected for both practicality and visual harmony.
A key milestone in the project was the delivery of a sample guestroom to a tight programme. Our team managed the full FF&E procurement, coordinating every detail. The result was a sample room that was not only delivered on time but also very well received by both Marriott and Starboard Hotels – giving confidence in the design direction and setting the benchmark for the wider refurbishment.
Drawing on our deep experience of brand approvals, we navigated Marriott’s Concept Design Review (CDR) process, securing approval and ensuring the project remained on-brand, commercially robust, and tailored to Starboard’s ambitions.
The Results
This refurbishment has transformed the hotel into a stylish and contemporary AC by Marriott at Birmingham Airport. Guests arewelcomed into public areas that feel modern, purposeful, and inviting, while guestrooms offer a consistent design narrative and elevated comfort.
For Starboard Hotels, the project not only secured Marriott approval but also strengthens the property’s market positioning and long-term value. This project showcases what we do best: combining creativity, commercial awareness, and close collaboration to bring brand-led refurbishments to life in a way that works for owners, operators, and guests alike.
Project lead Claire McDermott’s thoughts on the project
"Working on AC by Marriott Birmingham NEC & Airport has been a completely new experience for me. Collaborating with a new brand offered an exciting opportunity to challenge myself creatively as a designer. From the initial concept stage to specifying materials and FF&E, it’s been a journey of balancing aesthetics with functionality.
A highlight for me has been problem solving and working with the existing space to design solutions that ultimately enhance the guest experience. From guestrooms to public areas, every detail plays a role in giving the space purpose."