Almost 100 start up business are being given the chance to take a shop at one of Europe's largest shopping centres, paying just a fraction of the rent.
Pop-up shops are shops which are usually open for just a few weeks - using empty retail units. But this one is in one of the most expensive locations in the country.
A shop like this in the bullring in Birmingham would cost the thick end of £300,000 a year to rent - about £5,000 a week.
Way out of reach for many young entrepreneurs.
But for the next couple of months almost a hundred start up businesses will get the chance to show thousands of shoppers their ideas.
This is a pop-up shop. It wasn't being rented for a couple of months, so rather than leave it empty, the Bullring has rented it to Pop Up Britain. A scheme to help start ups get on the high street in shops that are vacant.
Becky Jones - Pop Up Britain
Tim Walley from the Bullring, talking to ITV News Central correspondent Mark Gough.
There will be 10 new businesses every week in the shop, each paying £400 a week rent - a fraction of the £5000.
Another kitchen table start up is a rugby clothes brand started by Jon Allen.
Jess quit her job as an optician, fulfilling a dream of every entrepreneur - to give up the day job.
And the pop-up idea works.
When the Bombay Mix chocolate was on sale in a pop-up shop posh arcade in London - one of the customers who popped by was the boss of department store.