Construction work as started on a pioneering £34 million apartment scheme in Birmingham's rapidly emerging Chinese Quarter - a development which is already two-thirds sold.

The GeorgeWimpeyCity scheme, called Latitude, on Hurst Street and Bromsgrove Street, is an eight-storey, mixed-use development on a landlocked brownfield site. It will constitute 189 designer apartments over seven distinctly different floors.

The building will also include some 12,000 sq ft of commercial retail space across the ground floor for 11 retail units aimed at attracting contemporary businesses to the area.

Mike Southcombe, project director for GeorgeWimpeyCity, said: "We're delighted to be continuing the residential expansion of this now proven target area - and it can only improve as more exclusive properties are built.

"With unrivalled transport links, it is the perfect location for city professionals and it's surprising that development of the Hurst Street area has taken this long to gather pace.

"Latitude is also set to make a striking contribution to Birmingham's cityscape because the design we've come up with manages to create an impression of apartments 'floating' above the more transparent ground and first floor structure."

Paul Baxter, regional director for the main contractor, GB Building Solutions, also said: "It's great to be properly under way because this kind of high profile city centre/mixed use scheme is what we do best.

"The central location means the site is very restricted for construction purposes - as it's basically an island in the middle of four roads that takes up the entire footprint of the land.

"The complex logistics of site access have been overcome by closing one road and utilising land opposite the site and we're working with GeorgeWimpeyCity, the local residents association and local businesses to maximise efficiencies and output."

Latitude features studios, as well as one and two bedroom layouts, underground parking, landscaped courtyard gardens and a double height entrance lobby with concierge.

At the rear of the development will be glazed balconies with private outdoor space for many of the apartments. Mark Evans, partner at selling agents Knight Frank, added: "Two thirds have already sold off plan.

"Those watching the bigger city picture are also being attracted because the relatively unsung gay village merges with Chinatown and - off the back of a £170 million investment programme - this area is likely to be transformed too.

"Consequently, we're also enjoying our first buy-to-live sales now because hip young professionals see the Chinese Quarter as the new place to be.

"They have some of the best bars and clubs in the city on Hurst Street, there's the acclaimed Hippodrome, plus the fabulous restaurants and casinos of Chinatown and the Arcadian - and New Street Station is 550 yards away for easy commuting, while The Bullring is on the doorstep too."