The campaign is used to promote the renovation and refurbishment of central Manchester’s 54 Princess Street, a Grade II-listed building.
Music created a number of installations based on office clichés for the building, which are shown on the website. These include the You Don¹t Have to be Mad to Work Here… wall of novelty mugs, the Big Ask office paper box installation and a wall of coloured Post-it notes to illustrate ‘brainstorming.’
One area is taken up with gravestones to office acronyms, such as FYI and B2B.
The installations form the basis of the content for building’s website as well as a series of social media campaigns which will run between now and the summer. Music will also be utilising materials from the strip-out as direct marketing tools.
Tenants will have the option of keeping the installation pieces, which may be used for communal spaces once the space is filled.
The renovation of the site will see office fixtures such as suspended ceilings, partition walls, clad columns, carpet tiles, strip lighting removed before new tenants move in.
Music says, ‘[We] wanted to provoke and intrigue prospective tenants by building a tongue-in-cheek campaign, centered around the celebration of the death of the office as we used to know it. We also wanted to challenge the standard approach to commercial property marketing, to highlight the way workplace design is evolving and changing.’
Music was appointed to the project earlier this year by Property Alliance Group and interiors group Sheila Bird, which is on hand for new tenants to give advice on the design of their individual space.
Beki Rymsza, client servies manager at Music, says, ‘The main part of the brief was that we had to try and talk about the space before it’s been stripped out.
‘Usually when people let a space out everything’s been taken out or refitted before people look round, bur we wanted to start the conversation [with prospective tenants] as quickly as we could. We wanted to appeal to people in the creative industries.’
Viewings are currently being taken.