2015 september

I Love Beorma

Adagio Birmingham asks Birmingham residents to share
their love and memories to a city once known as Beorma

Aparthotel Adagio Birmingham, the first opening as part of Birmingham’s hotly anticipated Beorma Quarter development, has launched a campaign to gather memories and photos of the city of Birmingham over the years.

Birmingham was once known as Beorma, named after the tribal leader of the 7th century Anglo-Saxon founder of the area which later became known as Birmingham. Birmingham itself comes from Beorma-ingaham or "the homestead of the tribe or people of Beorma".

As Adagio Birmingham opens its doors to the city the general manager, Dave Amans is inviting people of the city and surrounding areas, as well as former Birmingham residents, to share their loves and memories of the city and help track the changes the city has undergone through the years.

It is rumoured that J.R.R. Tolkien created the character of Beorn in The Hobbit to evoke links between elfland and the counties surrounding Birmingham on the great history of the city and region.

Digbeth, the area in which the new Adagio Aparthotel now resides, dates back to the Beorma period and marks the boundary of the city and the birthplace of Beorma, now the city of Birmingham.

The site of the Adagio and Beorma Quarter development is of great significance, marking the historic city line with remnants of some of Birmingham’s last remaining burgage plots, a structure that dates back to medieval land division. Adagio Birmingham has traced these points and mapped the former city line, marking the path of the land divide with a line visible in the Aparthotel’s lobby as well as on the exterior of the building.

Adagio Birmingham General Manager, Dave Amans, said: “The site is of great significance to the city and we want to ensure the memories of the city are treasured, both in the markings of the historic city lines as well as through the memories shared by those who reside in the great city of Birmingham.

We have been fascinated to uncover the history of the Beorma tribe and the great history of Digbeth, which sprung up from the 7th century tribal roots and became the home of Birmingham’s “city of a thousand trades”. Histories of the kind Birmingham enjoys should be treasured and celebrated and that’s why we’re inviting the people of Birmingham to share their memories and love of the city, their photos of the city through the years and their stories of home the city, once known as Beorma, has had an impact on their lives.”

The memories shared will be exhibited and shared with guests and locals to see in the aparthotel, located on 131 Digbeth. To share your love and memories of Beorma, please email
- Adagio’s innovative Aparthotel concept has been successfully rolled out across Europe and is now being applied to some of the UK’s premier city centre destinations. It is aimed primarily at long-stay visitors and provides fully furnished studios and one and twobedroom apartments, complete with kitchens and bathrooms, to provide high quality selfcatering accommodation.
- The Aparthotels Adagio, N°1 in Europe, offer comfortable and spacious apartments in urban locations, with fully equipped kitchen and hotels services for extended stays based on attractive tiered pricing from fourth night onwards. Created in partnership with AccorHotels and Pierre & Vacances Center-Parcs Groups, the brand provides 3 product ranges:
  • Adagio, the midscale aparthotels in the heart of Europe’s leading cities;
  • Adagio access, economic range, aparthotels located on cities’ doorstep.
  • Adagio premium, upscale range in iconic cities
- The network has 100 aparthotels and 11,000 apartments targeting 150 aparthotels and
15,000 apartments in the world by 2018.
- Further information concerning the Aparthotels Adagio is available on



Birmingham 1 ENG.jpg
Birmingham 1 ENG

Birmingham 2 EN.jpg
Birmingham 2 EN

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