The prestigious new Library of Birmingham has been given a Villa makeover this Christmas.
The Library, based in Centenary Square, is the major new cultural venue in a city which is the fastest growing destination in the world.
Tourist bookings for Birmingham have increased by 118 per cent for the Christmas and New Year period, according to the booking agent Expedia.
The latest figures show the city is the most popular option for Britons staying in the UK - and the fastest growing anywhere in the world, ahead of Sydney, Dublin and Manchester.
The Library, which is open seven days a week and provides a showcase for the city's internationally important collections of archives, photography and rare books, is seen as one of the major reasons for the uplift along with revamped New Street Station, the German Christmas Market and the fabulous Bullring development.
And the Library, described by its architect Francine Houben as a 'people's palace', will really light up this festive period thanks to Villa.
After discussions between Club and Library chiefs, the iconic building will now sparkle externally in claret and blue from today through to New Year's Eve.
As well as that, Villa will also provide numeracy and literacy workshops for visitors in the New Year.
In essence, Villa will use the power of football to attract a new audience and enrich the experience of people visiting the Library.
Villa Chief Executive Paul Faulkner, who is also a Trustee of the Library of Birmingham Trust, said: "We're delighted that the Library of Birmingham approached us about his collaboration and we were only too happy to agree.
"The Library of Birmingham really is a striking focal point in a burgeoning city landscape and we're thrilled it will be even more eye-catching now as it adopts our famous club colours over the next few weeks."
Brian Gambles, Director at the Library of Birmingham, added: "Villa's reputation in the football world - at home and abroad - is rich and vast and we were only too happy to partner with them on this festive project.
"The Library of Birmingham is a new and exciting addition to city life and yet working alongside the oldest and grandest city club this Christmas offers a nice symmetry."
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