Langham Hotels Coffee Table Book
THE BRIEF: Langham Hotels had successfully reestablished itself as one of London's grandest hotels when they received an extraordinary honor: Afternoon Tea Service of the Year. While the honor never goes unnoticed, the brand team wanted to commemorate and publicize the Langham's triumphant return to its former glory. The ask was a series of tightrope acts: Create a commemorative book about tea that dovetails with the current fairytale campaign. The content must be instructional but also entertaining. Use iconic cultural references, but nothing that requires licensing.
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THE SOLUTION: The story I created was about a little girl who's staying in the Langham while her parents are in London on business. It's her birthday, so she's having a tea party with her favorite dolls — all familiar fairytale characters. Each of them gets a colorful prologue or epilogue which in some way relates to tea (think of Wicked as it relates to The Wizard of Oz). For Captain Hook, we learn about his pre-pirate days as a tea trader between Macau and Holland. For the Mad Hatter, we learn how to prepare tea when the rabbit is late for their very important date. From Cinderella, tea etiquette is spelled out as she learns it on her first day of being a princess. And from Rapunzel, the story turns to the classic foods served at afternoon tea and why they're presented on towers.
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