During the dotcom boom of the late 1990s and early 2000s, internet start-up companies were busy splashing their venture capital on trendy offices, featuring fully stocked bars, retro arcade games, football tables and the like.
When the money ran out and the dotcom bubble burst, the majority of these firms went to the wall, but the spirit of the time - if not the loose approach to profit and loss - lives on in the unlikely setting of Maidenhead.
Mobile operator 3, the first UK firm to launch third generation (3G) mobile phone services such as video and music downloads, adopts a novel approach to office layout in its Berkshire headquarters, changing the look on a weekly basis so it can 'invigorate' its employees.
In recent months, staff and visitors have encountered a massive Valentine's Day mural and a total Chinese New Year transformation in the foyer, while in the coming weeks the area will be turned into a basketball court. Local comedians have also appeared in the main dining area to entertain staff.
Di Macdonald, director of learning & development and culture at 3, admits that being based in Maidenhead can be a problem for retaining staff, so the company tries to make the workplace as welcoming as possible.
"Most of our staff don't live around here, so we try and 'create London' as best we can by changing the look of the office," she said. "We try and freshen it up, so people walk in on a Monday morning and feel invigorated."
Initiatives such as internal office previews of marketing campaigns are part of the ethos at 3, which is to ensure all 2,400 staff feel involved with company activity, according to John Vickerman, people and property director at 3.
"We use staff as a way of getting our message across and also as a way of getting direct feedback," he said. "We have quite a young workforce and people like to tell you what they think - they are not afraid to give you a poke in the eye."
To encourage this sort of direct feedback, 3 uses its technology to communicate with employees, regularly sending video messages from the chief executive, in addition to e-mail newsletters and online opinion forums.
The company, which received 19,000 applications for 250 jobs last year, is also beginning to use its technology for recruitment, with video profiles of call centre workers in job advertisements available via 3G mobile phones and the 3 website. It is also planning to use video interviews to scree