Urban Splash chairman Tom Bloxham has a question for locally-based businesses and footloose occupiers throughout the country: "Can you afford not to look at the Fort?"
It sounds a bit glib, but you can understand what he means when you take a look around the former tyre factory that has been reinvented by this visionary developer as a high-profile commercial space.
Work is close to completion, the building will be ready for tenants to move in from the autumn, and a grand opening is planned for later in 2006.
All of which explains why Mr Bloxham is keen to talk up what he and his colleagues describe as a complete business park contained within the robust walls of the 90-year-old landmark, one that offers an unusual combination of features for companies looking for high-performance headquarters.
At six floors measuring in at 50,000 sq ft apiece, Fort Dunlop offers the largest floorplates outside of the M25, making it the ideal location for organisations which have substantial numbers of employees and facilities to relocate.
At the other end of the scale, units can be as small as 1,000sq ft, and the developers stress that the space is flexible.
Nathan Cornish, an associate director with Urban Splash, says: "Offering unbeatable value, incredibly, space at Fort Dunlop is available from just £10 per sq ft.
"This compares with similar specification schemes in the city centre where rents are nudging towards £30 per sq ft."
Location is a key selling point for potential tenants - Fort Dunlop sits at the gateway to Birmingham, just ten minutes from Birmingham city centre, 15 minutes' drive from Birmingham International airport, train station and the NEC, and just one minute from the M6 and the heart of the country's motorway network.
Fort Dunlop also boasts more than 1,000 onsite car parking spaces.
Interest in Fort Dunlop has been so high that Urban Splash recently employed Emily Jones as commercial agency surveyor to deal with the flood of interest.
"With the building soon open for occupation, the interest is now firming up," she says, "with businesses clamouring to benefit from the incredible value, location and design-led space offered by Fort Dunlop."
More recently known for its redevelopment of Rotunda as a vital living space, Fort Dunlop is another exciting and energising project in Urban Splash's already impressive commercial portfolio. Successfully injecting a contemporary element into traditional buildings, Urban Splash has won more than 160 awards in achieving this vision.
Bringing together the best in modern thinking, design and materials, Urban Splash has appointed award-winning shedkm as the architectural and landscape practice, and lead architect Hazel Rounding is passionate about the vision for Fort Dunlop.
"Without doubt Fort Dunlop is an iconic landmark, sitting at the gateway to the regional capital," she says. "We have retained the best elements of the building which provides a dramatic, highlyfunctional, setting for a company's headquarters."