headquarters on the site. Other developments The completion of South Birmingham College: Digbeth and the renovation of the Custard Factory also attracted interest to the area economically with the opening of a Cadillac automobile showroom in the area in early 2006, despite the council naming the area as a media quarter. The Custard Factory is again set for an expansion with the refurbishment of the adjacent Devonshire House being approved by Birmingham City Council in August 2007. Scaffolding has been erected around the structure. A further planning application has been submitted for the installation of artwork on one of the railway arches making up the Digbeth Viaduct. Opposite the Custard Factory is a five-storey office development named Rhubarb designed by Bryant Priest Newman Architects which was completed in February 2010. Deritend is also expected to witness a vast amount of redevelopment. A large number of low-rise residential schemes have been proposed with several beginning construction in 2005 and 2006. Deritend Bridge (so called because of its location near a bridge which crossed the River Rea called Deritend Bridge) was a large residential development planned for the area. It received outline planning consent however the land was then sold by the developers to another company. The site is now set to be developed into a large mixed-use scheme named Connaught Square by the Naus Group. The development in Deritend extends towards the Bordesley area which borders Eastside. An area between Fazeley Street and the Grand Union Canal in Digbeth, named Warwick Bar, has become the focus of redevelopment itself with the construction of new modern buildings and a restoration project of an old Victorian storage facility. Proposals are also being planned for the area including a little-known project known as "The Needle". Its location is not known according to a developments document issued however it would most likely be at Warwick Bar. Southside and Highgate Southside BID The Southside Business Improvement District (BID) is a plan for the local business community to come together to develop projects and services that will benefit the environment of Southside. Gay Village At the end of May 2009, the City Council approved plans for a £530,000 environmental improvement scheme at the heart of the city’s Gay Village area. The proposals include extending the avenue of street trees to the full length of Hurst Street and parts of Kent Street; widening pavements to create space for