As a pioneer of the emerging brands of tea drink in Chinese market, HEYTEA knows how to communicate with customers not only in verbal ways but also in spatial ways. Designed by local architecture firm—DAS Lab, its new store at Hongqiao Xintiandi, Shanghai, displays the balance between the store’s business performance and the brand’s cultural value. Follow us to come in!
- Combining internationalized aesthetic with the territorial symbol;
- Creating a highly recognized focal point;
- Accomplishing the reproducibility of construction material and crafts.
This around — 1300 — square — feet venue is structured by stainless steel in sliver gray with large area of red mortar coating, which simulated the texture of rammed earth, a kind of Chinese traditional material. The massive and decorous red mortar contrasts sharply with the lightness of the structure. Then an oriental sense of control and release is a spontaneous overflow within the space.
The conception of the space started with a section. Light penetrates the interior through the rectangular openings on the facade, then cut by the double-height oblique ceiling into a new architectural form. The principal designer Li Jingze explained they wanted to provide people a new boundary of spaces and a new experience of physical perception by such a powerful approach.
Brand is a medium for cultural communication. For this Chinese tea chain, its unique identity is vividly established by responding to the oriental context, regional culture and business performance. The design not only goes along with customers, at the same time, it also intensifies their understanding and impression of the brand.
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