Reporters and journalists have been left slightly confused after the clattering sounds of manual typewriters suddenly filled their modern newsroom.
The sound effects were pumped into the new offices of The Times in Baby Shard, south-east London, by a loudspeaker outside.
The 'playful idea' was developed by News UK, but they have failed to inform their staff what exactly the sound effects are for.
Some staff have even put in complaints and made unsuccessful attempts at pulling the plug on the speaker producing the sounds.
"Technology has always been an important part of what the Times has done and the typewriter might be an old technology but it's still a technology," Lucia Adams, deputy head of digital for the newspapers, told the Guardian.
A source in the company said the playing of the classic typewriter sound effects was just a trial and "not necessarily permanent".
Perhaps they're drawing inspiration from Oscar-winning actor Tom Hanks. He recently launched a free app that replicates the sounds of a typewriter as you type on a screen.
The appeal apparently lies in hearing "the rhythm of your work", according to Hitcents, the Bowling Green, Kentucky-based creative agency who designed the app.
It's not yet proven, however, if the clatter of typewriter keys leads to journalists finding more scoops.