Edgbaston is living up to predictions that it would emerge as a leading player in Birmingham's commercial property market in 2008.
Now generally accepted as the latest outcrop of the bigger, better central business district - a process kickstarted by the advent of the award-winning Brindleyplace - this leafy suburb has always attracted public sector organisations, insurance brokers, banks, architects and quantity surveyors who want to be central but don't want to pay top dollar.
Its leafy streets and chilled vibe have always been a key part of Edgbaston's pulling power for occupiers and the key role played by the dominant landlord, Calthorpe Estates, has helped to safeguard the unique feel that comes with one of Europe's biggest urban conservation areas.
But change has come to Edgbaston with a raft of high-profile redevelopments - and word on the street is that office agents have clinched one of the largest office deals in the area since the Big Lottery moved into Apex House in the summer of 2006.
The building at the centre of attention is Fifty4 Hagley Road - now looking brighter and considerably better equiiped for business in the 21st century after the completion of a £15 million refurbishment.
It won't be long before agents confirm that 35,000 sq ft of prime grade A office space at this hotly-tipped building is to be let to a top public sector organisation.
According to King Sturge office agency partner Jonathan Carmalt, this letting clearly pulls Edgbaston closer to the city's commercial core and provides some of the first tangible evidence that the area is reinventing itself as an attractive new destination and serious con-tender in the Birmingham office market.
"Some very visible changes to the landscape are happening in Edgbaston," says Mr Carmalt. "The shopping centre demolition is progressing and Calthorpe Estates, Calthorpe House is also taking shape - which represents one of the most significant speculative new build offices in the area in the past two decades.
"The new mixed-use scheme to replace the old shopping centre known as Edgbaston Galleries will also introduce a further 160,000 sq ft of grade A office space together with hotel, retail and leisure facilities.
"Add this to the wealth of amenities currently available with first-class transport links, including Five Ways train station, quality schools, Michelin star restaurants, historic beauty spots, first class sporting and leisure facilities and you put forward a very attractive proposition to occupiers."
And it's not just the property at Fifty4 Hagley Road that is pulling in the punters. Other high-profile refurbishments lifting the area's reputation include Stoford and GE Real Estate's 123, 125 and 127 Hagley Road.
And as Mr Carmalt happily points out, a succession of footloose occupiers have already signed up to the new-look Edgbaston this year.
In addition to the 35,000 sq ft at Fifty4 Hagley Road, a further 15,100 sq ft has been let by landlord CEG to computer games specialist Swordfish at Tricorn House and ACAS has taken 6,205 sq ft at Apex House, moving from Highfield Road.
A further 2,223 sq ft has also been let at Fifty4 to top construction recruitment consultancy O'Neil & Brennan.
With many companies looking to tighten their belts this year, a move to Edgbaston is no longer a second option but a sound strategic move, argues Mr Carmalt.
"2008 activity levels in Edgbaston have been very respectable so far, " says Mr Carmalt.
"Although this is perhaps not surprising considering the overall improvement in the quality of office stock in the area.
Tenants can get an impressive choice of high specification offices priced at 40 per cent below the headline rents of £30-plus-per sq ft being quoted in the traditional core of the city centre.
"For public sector organisations, value for money is always going to be a priority and that is why, traditionally, Edgbaston has attracted this type of occupier as well as insurance brokers, banks, architects and quantity surveyors," says Mr Carmalt.
Fifty4 Hagley Road is a prime example of a new class of Edgbaston office building, he argues, with rents ranging from £18.50 per sq ft.
The remaining 83,500 sq ft of office space offers occupiers what Mr Carmalt describes as a stylish working and lifestyle environment that will meet the needs of companies that are anxious to recruit and retain quality staff.
The list of selling points also includes a bright vibrant new central reception area, air conditioning, six new lifts and suspended ceilings with LG7-compatible lighting systems, as well as open floor plans with carpeted raised floors, new toilets and showers, and improved disabled facilities.
City centre occupiers will also take note of the car parking ratio of one space per 438 sq ft in a mixture of surface, underground and multi-storey car parks at the development.
This is five to six times the level to be found in some other parts of central Birmingham, according to Mr Carmalt.
"Fifty4 is highly visible with a high specification and provides a wide range of options for occupiers from around 1,000 sq ft and upward," he concludes.
"It offers all of the benefits of a city centre office with it's design-led approach, yet has all the advantages of a competitive rent."