THE ENTERTAINER, KPOP TAKEOVER
Hull Flooring adapted part of The Entertainer’s flagship Bullring store in Birmingham for a Netflix KPop Demon Hunters immersive retail experience, launched in October 2026.
Why this space matters
The Entertainer’s Bullring store sits in one of Birmingham’s busiest shopping centres. It’s a destination store for families, and the space has to work hard for high footfall, pushchairs, excited kids, stock movement and constant replenishment. When Netflix partnered with The Entertainer to create a dedicated KPop Demon Hunters fan experience within the store, the space needed to shift from standard retail into something more immersive, with branded zones, interactive areas and a 124 sqm shop-in-shop installation.
This is not just a floor...
It’s where a Netflix world steps off the screen and into a shopping centre
The brief
Remove a section of the original bespoke rainbow feature flooring, re-prepare the anhydrite subfloor, and lay new flooring to bond seamlessly with the surrounding floor Hull Flooring installed six years earlier. With a hard launch date tied to a national Netflix partnership, the finish had to be perfect, and the programme couldn’t overrun.
The original store flooring was delivered in 2020 and fitted out on a live construction site, alongside other trades. That earlier work meant the team already knew the site, what they were dealing with, and the best way to carefully uplift the new specification when they returned.
Making it work
The anhydrite subfloor on the original project needed mechanical preparation and an Ardex epoxy priming system to manage the moisture and bonding issues that come with gypsum-based screeds. That groundwork, done properly in 2020, meant the team knew exactly what they were coming back to when the KPop adaptation came around.
For the 2026 works, the bespoke rainbow flooring section was removed, the subfloor re-prepared, and Amtico Spacia was laid to meet the existing Mirus Hemp floor finish cleanly.
The result
The KPop Demon Hunters launch on 26 October 2026 meant fans queued from 8am, with three-hour waits before the doors opened. The space Hull Flooring brought to life, and then redefined for a new purpose, is now one of The Entertainer’s most high-profile retail activations.
At a glance
Client: The Entertainer, Bullring, Birmingham
Sector: Retail
Scope: Partial strip-out and re-lay for immersive retail zone
Size: 850 sqm retail, 200 sqm BOH
Timing: 3 weeks for the original install – 2 nights for the KPop adjustment
Materials: Anhydrite subfloor preparation, Ardex epoxy priming system, Amtico Spacia LVT
Outcome:
Flagship store delivered through COVID, successfully adapted six years later for a national Netflix retail activation
Take a look at some of the highlights from an amazing launch day below 👇
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