A £9m overhaul of the Printworks in Manchester could see the installation of new digital ceiling screen, which will be the largest in Europe.
Owner DTZ Investors has submitted planning for a major refurbishment of the iconic city centre venue.
The plans mark the first major investment in the scheme since it launched 20 years ago.
Plans for the site include works to the external facade to complement the existing period architecture.
There will be new digital tenant signage and the entrance will also be improved.
Internally, the transformation will include new technology, lighting and interaction to cater for its growing round-the-clock customer base.
However, the biggest change will be seen with the introduction of a 1,300m2 full span digital ceiling screen
The screen will offer the ability to control ambience, lighting and sound with ever changing imagery and tailored content.
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With the growing trend for gamification, Printworks will also benefit from a large interactive screen in the heart of the scheme to encourage social competition and engagement from visitors, DTZ said.
As well as the redevelopment of Printworks, there will be an overhaul of its branding with a new website set to launch later this year featuring a dedicated development news page for visitors to keep up to date on the works as they progress.
Ben Haller, at DTZ Investors, said: “Our business has embraced the challenges of successful placemaking and we are deploying a variety of approaches throughout our portfolio.
“This refurbishment at Printworks will create an unrivalled interactive and immersive experience as a crucial element of our strategy, and operational changes will expand on existing community links alongside a new ambitious events and gaming programme.
"Printworks will offer our domestic and international customers with the quality and authenticity they expect from social interaction whether with family or friends.”
Refurbishment is scheduled to commence in Spring 2020. The Printworks will remain open and trading throughout.