This centre is in Quayside Tower, a modern commercial building on Broad Street, one of Birmingham's busiest streets. The 20-storey commercial building forms a prominent part of the Broad Street skyline with its many other high-rise buildings. It was completely refurbished in 2003 with the installation of a new reception area, curtain walling and roof feature. Quayside is within easy walking distance of a wide range of facilities including Birmingham's canal district, New Street station and the Bullring, Europe's largest shopping centre. Neighbours include a number of high-profile companies in sectors ranging from banking and financial services to broadcasting. Birmingham has been called 'the workshop of the world' and the 'city of a thousand trades'. It has earned a reputation as a great place in the United Kingdom to locate a business and is a national hub for conferences, retail and events as well as having an established hi-tech, research and development sector.