St. James’ Court's history spans over a century as a luxury hotel, with origins going back to Elizabethan aristocracy. The campaign celebrates this legacy and Taj's forte for 'Reinventing Tradition'.
The ‘English Classics, Reinvented’ series gives literary classics a new lease of life as Taj partners with contemporary British artists to create a selection of limited edition covers for UK's best loved tales. The first of the series,the bespoke 150th Anniversary Limited Edition print of Lewis Carroll’s iconic classic Alice’s Adventures in Wonderland, was unveiled whilst hosting the preview reception for the Tata sponsored Hay Festival 2015, one of UK’s largest literature gatherings.
In tribute to Alice’s Adventures in Wonderland, the Taj in London offers Alice's Adventures themed Afternoon Tea Parties in Wonderland and themed private parties and banqueting events in St. James' Courtyard and the Edwardian Banqueting Suites.
The second in the series, the bespoke celebratory edition of The Jungle Book, in partnership with the Born Free Foundation, is devoted to compassionate conservation and animal welfare. Taj Safaris are offering carefully crafted wildlife luxury safaris with the unique opportunity to see tigers in the wild and live your very own Jungle Book journey, guided by a Born Free wildlife expert. Partnering with the Born Free Foundation, Taj is determined to save tigers from extinction through conservation and rescue work in India.
The Kids@Taj programme has been made Jungle-book-fantastic, with cuddly toy tigers, themed colouring books and menus featuring delights from Baloo’s Canela Waffles and Akela’s Cheesy flatbread to the Bandar Log’s King of the Swing Banana Split. Tiger and other endangered species’ adoption packs are available at the hotel. Adult guests have new themed menus featuring delectable delights like Mowgli’s Vegetable Biryani, Kaa’s Chicken Skewers with lemongrass marinate and Shere Khan’s Pulled Pork, as well as Jungle Book private event themes in the banqueting suites.
The nation’s favourite sleuth, Sherlock Holmes, is the inspiration behind the third initiative in the award-winning “English Classics Reinvented” campaign. The launch includes the creation of a bespoke limited edition hardback book.
The new Sherlock Holmes Afternoon Tea will showcase a mystifying selection of culinary rarities, inspired by the puzzling narrative and Sherlock’s intriguing attributes. The 221 B Macaroon is infused with 25-year-old Scotch, whilst the Moriarty’s Bomb is a tantalizingly alluring coffee and Bailey’s Cheesecake. The Sherlock Holmes Smoky Cigar arrives in the form of a smoked caramel mousse, and Watson’s Moustache, is the ultimate boozy addition in the form of a Stout Cupcake. The selection of savoury sandwiches is inspired by The Sign of The Four, the second of the Sherlock Holmes novels. The Five Orange Pips features an intriguing combination of smoked salmon with orange flavoured horseradish, while the more traditional Hound of Baskerville, including a filling of roast beef and English mustard - the explosion of flavours leave no stone unturned.
The Sherlock Holmes Afternoon Tea will be available to book from 18th April onwards and costs £35 per person.
Reserve your own personal copy of the English Classics, Reinvented Limited Edition Hardbacks for £12 only.
While helping raise awareness about threatened species worldwide, Taj is proud to patner with the Born Free Foundation and contribute proceeds from sales of the books, themed afternoon teas, Jungle Book and Kids@Taj menus towards tiger conservation projects in India.
The English Classics, Reinvented integrated communications and marketing campaign has received accolades honouring outstanding achievement and service to the communication profession from the global Association of Marketing and Communication Professionals, won the Platinum International Hermes Creative Award for 'Marketing / Communications Campaign of the Year' and is a finalist for the Drum Marketing Award for 'Re-brand / Re-launch Strategy of the Year'.
The campaign features a host of innovative communication themes, brand experiences and events, hospitality packages, culinary extravaganzas and corporate responsiblity commitments.
Taj's London restaurants, including michelin-starred Quilon, present the best of their offerings in a collaborative dine-around experience - the ‘Around The World in 80 Tastes’ gastronomic journey, inspired by Jules Verne's classic account of intrepid traveller and English explorer Phileas Fogg's journey.
In tribute to the literary legacy of St. James' Courtyard, surrounded by the world’s longest Shakespearean brick frieze, the hotel serves a seasonal Shakesperean menu while The Hamptons Bar has reinvented classic cocktails with a twist, introducing Shakespearean cocktails for every month of the year, from the Macramble and Ophelia’s Bloom to The Tragedy of Julep Caesar and The Taming of the Sea Breeze.
The Hamptons Bar also toasts topical literary themes with one-off events like the Shaken, Not Stirred Martini Masterclass, celebrating Fleming’s work (from his first spy novel, Casino Royale in 1953 till his death in 1964, Fleming resided at 16 Victoria Square, a short walk from this Victorian hotel). The building the real MI6 occupied from 1927 to 1967 lay at 54 Broadway, a couple of hundred yards from St. James' Court, where the solid brick walls and bartender alike have kept many a secret over the years.