UK. Travel food service company SSP has opened the Shelby & Co. Bar and Restaurant – a concept inspired by the popular Peaky Blinders TV show – at Birmingham Airport.
The bar is the first of its kind for the Peaky Blinders franchise in a travel location and is a key element in the departure lounge, with space for 290 diners.
Described as an “authentic Peaky Blinders experience”, the outlet features a backdrop of dark wood and atmospheric lighting. The restaurant offers both waiter service as well as order at table technology, allowing customers short on time to dine quickly.
Mirroring the era in which the popular show is set, the bar displays the 1920s throughout its design, with a drinks menu that showcases local breweries and gins, plus a menu covering all day parts. Examples include Billy’s Breakfast Bap, a Blinder Benedict, Finn’s Fish & Chips, The Tommy Burger and The Piggy Blinder toad in the hole wrap.
There are also bespoke cocktails such as gin-based The Garrison and the Birmingham Sour.
“Over the past 12 months, one of our key focus areas has been expanding our bespoke airport bar and restaurant concepts,” said Cathy Granby, Business Development Director for SSP UK & Ireland, which already operates five outlets at Birmingham Airport.
“Shelby & Co. really does bring this hugely popular show to life. What better way to celebrate all this city has to offer than bringing a flavour of Peaky Blinders to Birmingham Airport.”
The deal for global rights in travel environments was brokered by SSP and Banijay Rights, the global distribution arm of content powerhouse Banijay Entertainment. Banijay Rights Director of Licensing and Merchandising David Christopher said: “To expand the beloved Peaky Blinders world to Birmingham Airport – Banijay’s first official travel venue licensee – is a huge privilege for us. This partnership enables fans and customers to have a deeply immersive ‘Peaky’ experience as they pass through one of the UK’s most important travel hubs.”
Commenting on the opening, Birmingham Airport Commercial Director Richard Gill said: “We are delighted to be the first airport to welcome Shelby & Co. This bespoke, innovative bar and restaurant is a fantastic addition to our departure lounge, ensuring our passengers have a unique chance to sample Shelby’s first hand when travelling through Birmingham Airport.”
The multi-award-winning Peaky Blinders show was created and written by Steven Knight (SAS Rogue Heroes, Taboo, See, Great Expectations). Distributed by Banijay Rights, it has sold in more than 183 countries and is widely available internationally on Netflix including in the USA. 
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