The owner of the Broadgate campus in London is rolling out a series of sensory enhancements—including curated music, signature fragrances, and upgraded lobbies—to lure City workers back to the office. The initiative, led by British Land, aims to create a more inviting and memorable workplace experience in the post-pandemic era.
Sensory Strategy
British Land, which jointly owns the Broadgate estate with GIC, has partnered with scent marketing firm Mood Media to develop a custom fragrance for the campus. The scent, described as a blend of bergamot, cedarwood, and white musk, will be diffused in common areas. Additionally, curated playlists will be played in lobbies during peak hours, designed to boost energy and reduce stress.
Lobby Upgrades
The company is also investing in lobby redesigns, adding more comfortable seating, greenery, and digital art displays. The goal is to transform these spaces into social hubs where workers can meet, collaborate, or relax. British Land’s head of offices, Emma Cariaga, said: “We want people to feel excited about coming to the office. It’s about creating an environment that you can’t replicate at home.”
Industry Context
The move comes as landlords across London compete to fill office space, with many companies adopting hybrid working models. According to a recent survey, only 35% of London workers are back in the office full-time. British Land’s strategy is part of a broader trend of using hospitality-inspired amenities to attract tenants. Other developers have introduced rooftop terraces, wellness rooms, and concierge services.
Tenant Response
Early feedback from tenants at Broadgate has been positive. One office manager noted that the fragrance and music have made the lobby feel more welcoming. However, some critics argue that such measures are superficial and that the real draw for workers is flexibility and purpose. British Land is betting that a multisensory experience will give its buildings a competitive edge.
The enhancements are being rolled out gradually across the 32-acre estate, which includes 13 office buildings and retail space. British Land plans to monitor occupancy rates and worker satisfaction to gauge the impact of the changes. If successful, the approach could be adopted at other properties in the company’s portfolio.
