A trio of large, eye-shaped media displays have been installed as part of the New Street station and Grand Central redevelopment in what is believed to be a UK first.
Birmingham-based specialist Concept Sign and Display has delivered the elliptical advertising displays following a commission from Network Rail.
The firm said the project was the first of its kind for the UK's 'out-of-home' advertising market to incorporate curved large format LED display screens.
When the installation programme is complete, New Street station will be the first in the UK to feature the advertising displays at each of its three main entrances.
Concept Sign and Display, which is headquartered in Gas Street, operates the European and Middle Eastearn arm of Californian-based technology company D3.
It has developed a system to create three seamless digital eye-shaped curvatures, spanning up to 97 feet by 21 feet.
A 20-strong team of display technicians is mounting the three so-called "media eyes" will eventually be operated by media company Ocean Group and be used to display adverts and messages about rail services.
David Neale, director for Concept Sign and Display, said: "The media eyes at New Street represents our biggest contract win to date and, following a rigorous tender process, the team was thrilled to bring together its technical expertise, innovative approach and architectural experience on such a high profile project."