Ask Abstract Land's James Howarth about the the Col-more Plaza building and he will tell you that it will offer occupiers much more than a superb landmark building with Birmingham's highest specification, located at the heart of the central business district.
With a comprehensive building management regime fully-integrated into the building design, Colmore Plaza will offer an intelligent building which responds to occupier demands through a hotel-style concierge service.
Interesting stuff as the 14-storey grade A office building - all 307,297 sq ft of it - begins to take its place on the city's skyline.
Clearly, the development team is already thinking beyond just the physical proposition for potential occupiers.
Quality of service and added value are at the heart of the developer's proposals to create a building centred on the specific needs of those working in and visiting Colmore Plaza.
Mr Howarth says: "We already know that the standard and specification of the Colmore Plaza product is a first for Birmingham, as we bring offices of an international standard to the city but, more than that, we will provide the complete package.
"Our skills and in-house expertise ensure that we are able to work alongside occupiers to deliver an aspirational office environment which will enhance their corporate profile as well as providing the highest specification working location available in the city."
Due to the speculative nature of Colmore Plaza, developer Abstract Land is able to work with occupiers to offer bespoke space planning and design options to meet occupier requirements.
Features which will mark Colmore Plaza out from the crowd will include an external lighting system to give the building its own unique visual identity.
The largest speculative office development currently under construction in the city, it will be highly visible from the Aston Expressway, creating what the marketeers describe as unrivalled branding appeal.
New technology is now under investigation to create Birmingham's - and possibly the UK's - first intelligent building.
Using state-of-the-art technology, Abstract Land is hoping to create a building management system which acknowledges and responds automatically to staff, visitors and the onsite team.
GSD's Ashley Hancox - acting as joint agent with Simon Quantrill, of Knight Frank, looks forward to the day when the builders quit the site.
"Once build completion is reached, landlords could be accused of forgetting about the softer, added extras that take a great physical product to the next level," he enthuses.
"This will be achieved at Colmore Plaza through the implementation of a stringent management regime and
design extras such as wi-fi connections in the reception area and an onsite team operating to a concierge-like standard.
"Everything that you would expect, including construction to a very good Breeam rating and exceeding environmental regulations is on offer at Col-more Plaza, but it is much more than just a great building.
"It will offer the full package where the quality of the product will be reflected in the quality of service, providing an excellent opportunity."
Each of the 14 storeys will have open, flexible floorplates measuring up to 23,000 sq ft, although , according to the agents, they can be easily subdivided for up to four occupiers.
The building will also provide secure car parking for 117 vehicles.