A First Look Inside The Octagon in Birmingham

A world-first in residential architecture demands an interior approach that is equally considered — The Octagon is a bold new chapter in UK Build-to-Rent, and we're proud to help bring their vision to life.

The Octagon, Birmingham

Rising 49 storeys within Birmingham’s Paradise Masterplan, The Octagon is already redefining the city’s skyline. Designed by Howells as the world’s tallest pure octagonal residential tower, the building represents a significant moment in City Developments Limited’s growing UK Build-to-Rent portfolio — and an opportunity to rethink how interiors respond to bold architectural form.

We partnered with CDL to deliver a fully integrated furniture solution across 370 apartments, including one-bedroom, two-bedroom and three-bedroom homes, shaping interiors that support long-term rental living while reflecting the ambition of this landmark development.

Designing within a pure octagon

Designing the interiors of The Octagon demanded a level of precision rarely required in conventional residential schemes. The tower’s pure octagonal geometry informed every decision — from spatial planning to furniture selection — creating wider-aspect rooms and distinctive circulation patterns throughout the building.

Rather than working against the architecture, we embraced it. The design approach focused on compact, modular and premium furniture solutions that could adapt elegantly to the angular floor plates, ensuring each apartment felt intuitive, balanced and comfortable.

As CDL’s Asset Manager for Group Investments, Laura Starkey notes, “BoConcept demonstrated a clear understanding of our ambition to create a landmark BTR building defined by quality, practicality and timeless design. Their ability to translate our brief into elegant, functional interiors — while navigating the complexities of an octagonal floor plate — was impressive.”

One-bed apartment living and dining area

A Nordic design language build for BTR

From the outset, the interior vision was defined by a contemporary, minimalist aesthetic, layered with the warmth and tactility of Nordic design. CDL sought interiors that would feel timeless rather than trend-led — an essential consideration for Build-to-Rent environments where durability, cohesion and long-term appeal are paramount.

This philosophy informed everything from material selection to furniture specification, creating a consistent design language across all apartment types while maintaining a welcoming, residential feel. The result is an interior environment that balances visual calm with everyday functionality.

Two-bed apartment living area

Precision space planning across every apartment

Each apartment typology was space planned individually, allowing our team to refine circulation, scale and usability with exceptional attention to detail. This approach ensured that layouts remained intuitive and well-proportioned regardless of size or orientation.

The three-bedroom apartments offered an opportunity to elevate the living experience further, introducing more generous layouts and furniture configurations suited to residents seeking a more premium urban lifestyle — while still maintaining consistency with the wider building.

High-quality CGI visualisation played a central role throughout the design development process. These visuals allowed CDL to clearly understand how the interiors would perform long before installation, helping to streamline decision-making and ensure confidence at every stage.

CGIs were also used to test furniture layouts, refine proportions and confirm spatial flow, ensuring the final apartments delivered exactly what was envisioned — with no compromise between concept and completion.

Reflecting on the delivery process, Laura adds, “From early-stage design concept through to final delivery and installation, everything was managed efficiently and to a very high standard. BoConcept delivered reliably and professionally throughout.”

Three-bed apartment bedroom

Once installed, the apartments were professionally styled and photographed to capture the essence of The Octagon brand. The finished interiors convey a calm, premium atmosphere, with layouts that highlight both the building’s distinctive geometry and its exceptional views across Birmingham.

The completed scheme reflects CDL’s ambition to deliver a world-class Build-to-Rent experience — one that combines architectural distinction with interiors designed for longevity, comfort and everyday living. As Laura concludes, “BoConcept helped us deliver apartments with a premium offering that are both durable and visually impactful for the rental market.”

Get in touch to discuss your next Build-to-Rent project

To discuss how we can help you furnish your upcoming projects, come and visit our office on Tottenham Court Road flagship showroom, call us on 020 7383 3226, or email tradeenquiries@boconcept.co.uk—our team will be happy to help.

Discover our full scope of BTR services by downloading our latest BTR brochure here.