Futurecity was commissioned by Coventry City of Culture Trust to deliver an intensive six-week feasibility study for The Reel Store, a proposed immersive digital art venue located in the former Coventry Evening Telegraph building.

The study explored the potential for an immersive space that would respond to Coventry’s strengths in digital technology, gaming and higher education, while supporting the City of Culture programme. Through consultation with the City of Culture Trust, development and construction partners, regional growth bodies and Coventry University, the study assessed investment priorities, audience demand, operational models and alignment with the city’s wider cultural and economic ambitions.

Futurecity mapped Coventry’s cultural and digital infrastructure to test whether The Reel Store could operate as a connective hub - linking creative production, academic research and public-facing cultural experience. This work identified sufficient alignment to support a phased delivery model, balancing ambition with operational feasibility.

While the feasibility study originally tested the case for a permanent immersive venue, The Reel Store was ultimately realised as a temporary cultural space during Coventry’s year as UK City of Culture, opening in May 2022 as an 800m² exhibition venue. The space hosted immersive digital installations and events, providing a platform for experimentation, learning and public engagement.

The phased model set out by Futurecity also outlined longer-term possibilities for studios, residencies and industry collaboration, creating a framework that could be adapted to future cultural infrastructure projects in the city.

Photography by Visit Coventry and Garry Jones, via The Reel Store