New images have been released showing how a city centre office building will look following a £13 million revamp.
102 New Street, previously known as The Charters, has also been renamed as Platform 21, a nod to its proximity to the city's largest railway station.
Work is due to start early next year on the facelift which will see the building "turned around" as the main entrance will shift from New Street to Stephenson Street at the rear, making it one of the first office complexes people see when they leave the station.
The new CGIs (above and below) show how the Stephenson Street entrance will look while the revamped, double-height reception will have a digital display wall in the style of traditional split-flap railway signboard.
Originally constructed in the 1960s to house Woolworths, the building is now home to retailers Boots and Superdrug and restaurant Bella Italia on the ground floor.
Its most prominent feature, a 'wall climber' lift enclosed in glass which overlooks New Street, will be replaced with new offices.
The building's exterior will be re-clad in grey terracotta vertical panels and floor-to-ceiling windows will be added.
The plans and, when finished, the building will comprise 112,000 sq ft of grade A office space over nine floors.
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Property developer Evenacre, which worked on the refurbishment of 158 and 170 Edmund Street in the Colmore Business District, is managing the refurbishment project on behalf of LaSalle Investment Management.
Evenacre's managing director Paul Jones said: "The rebranding represents the next phase in the evolution of the building.
"The name Platform 21 is both a nod to the building's close proximity to New Street station and its address at 21-22 Stephenson Street, which will now be the main entrance to the building.
"Just as new life has been breathed into this area of the city as a result of the redevelopment of New Street station and Grand Central, we believe Platform 21 will not only transform this prominent building into a modern, contemporary office but also attract new occupiers into the city."
Birmingham-based Associated Architects has designed the scheme and property consultancies CBRE and JLL are marketing the space.