The second city's highly-feted Mailbox was turned into a big top to welcome a celebrity guest list to the tenth birthday blow-out event for Harvey Nichols.
Among the VIP guests at the event were Alexandra Burke, Danielle Lloyd, Nikki Sanderson, Layla Monoochehri, Aisleyne Horgan-Wallace and 'The Only Way Is Essex' stars Joey Essex, Cara Kilbey and Billi Mucklow.
Footballers Charles N'Zogbia, Matt Jarvis, Nigel Reo-Coker, Ishmael Miller, Darren Byfield, Matt Murray and Zat Knight were joined by Aston Villa manager Alex McLeish and former Villa and England star Lee Hendrie among the guest-list.
Area 51 dispatched a sizeable squad of sizzling perforformance artists to inject style, and razzamatazz to the glittering event staged inside one of Britain's trendiest shopping destinations.
Among the entertainers provided were stilt walkers, fire dancers, contortionists, a caricaturist, an escapologist, a mime artst, body-painted girls and more.
Some of the entertainers were placed in situ inside the impressive Harvey Nichols shop frontage to give the impression of mannequins coming to life.
And bosses from Harvey Nichols were absolutely delighted with the result.
A statement from Natalie Potter, the company spokesman read: 'The night had a circus theme which had me a little apprehensive as I'm properly scared of clowns. Luckily, no terrifying painted-face folks were to be seen, just amazing stilt walkers, fire jugglers, contortionists, a clockwork girl and ladies painted as tigers and zebras.
'The whole of The Mailbox had been transformed into a big top with lush, red, velvet curtains welcoming us in. The atmosphere was utterly magical.'
'Britain's Got Talent' semi-finalists, the Peridot Dance Troupe, also performed at the gala event while DJ Collin Wallis appeared ande a designer catwalk show impressed guests.
Harvey Nichols first opened its boutique store on the site of Birmingham's former Royal Mail sorting office a decade ago and the area was then re-develooped as the chic Mailbox shopping landmark.
To coincide with the tenth anniversary the luxurious retail outlet unveiled an impressive revamp of its store to maintain Harvey Nichols' reputation of providing an iconic fashion and lifestyle destination for Midland punters.
The company has a reputation for cherry-picking some of fashion's most celebrated names ranging from the internationally-recognised like Alexander McQueen and Marc Jacobs to a niche choice of brands that include Acne and Lucy In Disguise.