In China, tea drinking has emerged as a popular social activity among the young generation, integrating into their daily work and life routines. Traditional teahouses, specialty tea shops, innovative tea beverages, and cozy tea rooms are competing fiercely, as the tea and coffee markets gradually converge.
CHAGEE is a new China-Chic beverage brand from Yunnan, China. It offers fresh milk tea as its signature product and provides unflavored tea, fruit tea and other derivatives. The brand inherits and innovates oriental culture and tea affairs, combining them into a new oriental tea shop. Currently, it has more than 2,000 stores across the globe.
The design of this flagship store in Shanghai, including the overall style, product range, interior design, cultural elements, and conceptual expressions, all revolve around the innovative interpretation of contemporary young people’s tea culture.
The Metro City serves as a hub in driving trends in the Xujiahui commercial area. The brand has decided to elevate its presence by upgrading and establishing a brand-new flagship store in this location.
The store has completely transformed the surrounding exterior space of the mall, incorporating both indoor functional areas and outdoor leisure zones. Additionally, the store have installed folding windows on one side, blurring the boundary between the interior and exterior, thus enhancing the sense of openness within the space.
The tea color, as a visual focal point, becomes a medium that blends the space with the brand’s culture and products.