Cappuccinos and on-line chic; SHOPPING Alison Jones steps beyond the cyber-cafes to discover a new world in the unique city centre Orange Studio, set up at a cost of pounds 1million.

Alittle technological oasis has sprung up in Birmingham, however it is filled with oranges rather than palm trees.

The Orange Studio takes the increasingly popular concept of Internet cafes a step further. It has combined the "computers and cappuccinos" concept with state-of-the-art communications equipment to create a unique kind of shop for businesses.

Instead of its better known mobile phones and airtime business, Orange is selling time on the Internet, expert advice on preparing business campaigns and the space and facilities for international meetings at the new Birmingham studio.

The first of its kind in the world, the studio occupies three floors and can cater for anything from keyboard pals chewing the fat over the superhighway and a sandwich, to corporate video conferences with boards negotiating deals face to face yet continents apart.

Tucked away in Cannon Street, it is in a chic urban environment of chrome, glass, pale wood panelling and Charlie Dimmock style water features on the outdoor sun deck.

The ground floor with it bank of screens along one wall, coffee counter and fridge full of exotic looking sandwiches and snacks, has all the informality of the average high-tech cafe.

However, the giant screen on the wall which is tuned in to CNN and stock market figures hints at a slightly more business-like purpose.

Bob Johnson of Orange says: "We had been looking at Internet cafes across the country and we felt that what was being offered was not really geared towards the business consumer.

"We chose this building because it was originally designed as a restaurant and it was in the middle of the retail and commercial district. It's within a few minutes of New Street Station and ten minutes by train from the NEC and Birmingham International Airport.

"This means that people who have been attending events at the NEC can come here after the exhibition has closed and carry on working until the early hours. Somebody asked what time we will stay open until and the answer is we don't really know at the moment. Our customers will tell us."

In addition to providing a more convivial and better equipped working environment than the average hotel room, the Studio sees itself as offering an alternative conference location.

On the first floor there is an event space with a reception area, coffee bar and conference room with space for up to 80 people.

There are also meeting rooms which have been fitted with digital visualisers and video conferencing facilities so delegates can see and talk to people at four different sites across the world.

On the second floor there is a talk bar with flat-panel LCD screens and more lap-tops which leads out onto the continental style sun deck. Though it is enclosed on four sides it is open to the elements and, with its wooden floor and bubbling water feature, is an attractive spot to enjoy an al fresco - weather permitting.

Overlooking it are the glass-sided mezzanine meeting rooms which are reached by metal staircases and have the air of an attic suspended in space. These are also fully equipped with cutting-edge technology.

"The focus is on communication, whether it is reading the newspaper, brainstorming in the board room, watching CNN, accessing the Internet or chatting over coffee and developing ideas," says Mr Johnson.

"We wanted to create something like Cheers meets the British Airways executive lounge. We see ourselves as the third workplace outside the office and home."

Small businesses can take advantage of having access to hi-tech facilities and expert advice as and when they need it.

With PCs and Macs for hire and digital printing facilities, the Orange Studio can offer help with everything from writing a professional letter or report to printing out publicity brochures and posters.

They can even tap into the creative wisdom of graphic designers who can be seen on the plasma screen offering ideas and layout suggestions.

The project has cost pounds 1 million and created 55 jobs. Orange believe it is the world's first Internet and multi-media centre of its type.

"We chose to have it in Birmingham because it was extremely cost effective. It's the second biggest city with over 28,000 businesses and tens of thousands of people coming in for conferences and trade shows," explains Mr Johnson.

"There is a lot of development going on which makes it a very exciting place to be. There is a lot of prejudice against the area but that is based on an image that is ten years out of date. The tram system, the ICC, the G8 Conference have all helped to put it on the map.

"One of the nice things about working in London is that you can step out of the office and go for a walk in one of the many parks, so that's why we created our own mini-park outside in the form of the sun deck."

Snacks and sandwiches in the cyber cafe start from under pounds 2. Swipe cards to use the Internet start at pounds 5 for half an hour and pounds 8 for an hour. Conference rates start from pounds 37 for day delegates, including stationery, refreshments and lunch. There is a set fee of pounds 50 for video conferencing facilities and then charges pro rata. Prices for assistance in the design studio vary according to the work involved.

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Author:	Jones, Alison
Publication:	The Birmingham Post (England)
Date:	Oct 30, 1999
Words:	893
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