The core strategy was to create dialogue between the Guardian and technology leaders, innovators and enthusiasts, bringing the Guardian's philosophy of Open Journalism to life in a way far beyond traditional advertising and communications could manage.The agency identified the perfect location in Boxpark, itself an innovation, a pop-up mall made entirely of shipping containers. The Guardian put itself at the cultural heart of an area of London which is shaping the future of media and technology. Therefore, this strategy has given Guardian journalists access to the people who make the news in technology and vice versa.

Go back to the origins of newspapers in coffee shops by opening a cafe in the innovative Boxpark centre and embedding journalists among the thriving tech community, sharing ideas and generating content over a flat white. Customers can interact with the brand on many levels, simply browse the digital edition of the paper, over great coffee or take part in journalist-led debates and forums. #guardiancoffee is also used as a venue for 3rd parties, from the launch of the Xbox One console to live screenings of the Tour de France.

#GuardianCoffee has welcomed an estimated 20,000 people through its doors.

There have been over 5k interactions with #GuardianCoffee on 3rd party social media channels.

The #guardiancoffee tag was used over 4000 times on its trending day of May 29th.

Brands such as Etsy, Eurosport and Xbox have used the space to launch products and run events.

EE came on board ahead of launch as technology partner, providing a high-speed connectivity solution and sponsoring the Tech Sessions video series.