Taikoo Place sends a message in a bottle

You smell your morning latte in the office; you taste your juicy club sandwich at the canteen; you can also sense the pungent odor from your colleague's perfume. But have you ever thought of the possibility that one day you can literally taste and smell your everyday workplace, even your office building?Swire Properties has brought this to reality with a thematic campaign "Not Any Place" for its commercial complex Taikoo Place, bottling up the scents and tastes from within Taikoo Place in the form of five lifestyle items from coffee beans, candles, tea bags, new car scent and candy.Consisting of 10 office towers, the 36 year-old Taikoo Place is now embarking on a seven-year redevelopment plan which will see Somerset House renovated as a 51-storey office building by 2018. The plan kicked off last year with the acquisition of its interest in Cornwall house."This is the best time for us to reinforce our ambition (on the redevelopment project), and to create awareness around Taikoo Place," Babby Fung, head of office marketing at Swire Properties, told Marketing.She said the campaign represents Swire Properties' brand philosophy of a better workplace environment and will include events, outdoor ads and PR stunts aimed at creating happiness for the building's occupants.Riding on the idea "If Only We Could Bottle It", the “Not Any Place” collection comprises an array of products with different scents and tastes, which come packed in air-tight containers for maximum freshness, and are labeled to promote the essence of Taikoo Place. The collections have been dispatched to some 90 VIPs, media, KOLs and influencers to boost its viral power.[gallery link="file" ids="92086,92087"]See all the items and their making-of:Acres of Space – A fresh cut grass scented candle to capture the green space of Taikoo Place, as well as the room to grow and freedom of opportunity the environment provides. Produced and packed for Taikoo Place by “The Olfactory” by et-projekt.https://vimeo.com/124894172Bags of Inspiration – A tea, which consists of eight ingredients collected from all over the world, to inspire creativity and embody the art and culture of Taikoo Place. Sourced and packed for Taikoo Place by Tea Concepts.https://vimeo.com/124893914Harmony at Work – An crafted, blended coffee, with three different beans, spotlighting the cooperation and harmony of talented professionals who call Taikoo Place their office home. Roasted and packed on behalf of Taikoo Place by Craft Coffee Roaster.https://vimeo.com/124893915Smell OF Success – An incense oil with a car scent representing the prestige of Taikoo Place, and the aura of achievement that surrounds businesses based there. Produced and packed for Taikoo Place by “The Olfactory” by et-projekt.https://vimeo.com/124893916Taste OF Victory - A vintage Shiraz gummy candy that epitomizes the spirit of confidence and success typical of Taikoo Place professionals. Produced and packed on behalf of Taikoo Place by Papabubble.https://vimeo.com/124893917The incense oil and candle will be available for free order on Taikoo Place website on 24 April and 30 April respectively.To draw public attention to the idea, a series of OOH advertising, created by renowned Dutch photographer Marcel Christ, is currently on display in Central and Quarry Bay to project the energy and distinct character of the new brand.[gallery link="file" ids="91913,91914,91915,91916,91917,91918,91919,91920"]Inside the Taikoo Place community, a dedicated pop-up store has been set up to replace the former agnès b store along with a PR stunt, named "Set Your Own Pace”, taking place at Taikoo Place and Central respectively.[gallery link="file" ids="92083,92084"]https://vimeo.com/124894298A street party will be held in Taikoo Place on 24 April to wrap up the campaign."The symbolism in the lifestyle products and the dramatised PR stunts aim to stir up curiosity to the campaign and to draw public awareness on our brand," said Fung.Of the campaign ROI, she said the result will be uneasy to measure as it's purely for raising awareness. But more similar stunts will be rolling out at Taikoo Place for better workplace engagement looking down the road, she added.