By Embracing New Consumerism
As China ventures into a new era of consumption driven by digitalization and evolving consumer patterns, brands like Heytea are reimagining their strategies to resonate with the emerging consumer groups. Heytea, a prominent tea brand, sought to redefine its identity and business strategies in product innovation, experience enhancement, and business integration. TOMO DESIGN took on the challenge of translating Heytea’s uniqueness and business vision into a tangible space, focusing on optimizing consumer procedures and fostering immersive and interactive experiences.
Design Philosophy
In the intricate landscape of evolving consumer behaviors, TOMO DESIGN’s approach was rooted in understanding the essence of Heytea’s brand experience. Going beyond conventional design paradigms, the team deconstructed consumer demands and emotions, unlocking the brand’s latent potential. By infusing creativity into every aspect of the design process, TOMO DESIGN aimed to create a space that not only reflects Heytea’s values but also offers novel experiences to its patrons.
Architectural Interpretation
The architectural narrative of HEYTEA LAB begins with a meticulous interpretation of the surrounding landscape. The façade, adorned with gray bricks interspersed with metal accents, strikes a balance between tradition and modernity. Brand logos adorning metal grilles and eaves seamlessly integrate with the existing structure, while stone benches and metal fixtures add a touch of contemporary flair. The entrance, characterized by a metal grille façade and digital screens, sets the tone for a dialogue between tradition and innovation.
Courtyard Oasis
Within the confines of the courtyard, TOMO DESIGN crafts a minimalist landscape that fosters interaction between nature and visitors. From angular grilles to strategically placed seating areas, every element serves to activate the space, blurring the boundaries between aesthetics and functionality. The result is an inviting oasis where patrons can unwind and immerse themselves in the tranquil ambiance.
Laboratory Experience
HEYTEA LAB’s interior space is ingeniously divided into five distinct laboratories, each offering a unique experience. From the peripheral lab showcasing an array of products to the tea geek lab on the second floor, every corner is meticulously designed to engage and inspire visitors. The use of sleek metal finishes, floor-to-ceiling glass doors, and dynamic lighting creates an atmosphere of sophistication and innovation.
Fusion of Art and Technology
At the heart of HEYTEA LAB lies a harmonious fusion of art and technology. LED screens displaying seasonal scenes and electronic art decorations adorn the space, blurring the lines between the physical and digital realms. These immersive installations not only enhance the visual appeal but also underscore Heytea’s commitment to innovation and creativity.
Redefining the Retail Experience
Shenzhen Heytea Lab stands as a testament to the evolving landscape of retail and consumerism. By integrating product offerings with experiential elements and social functions, Heytea redefines the traditional retail experience. TOMO DESIGN’s thoughtful curation of space and experience has transformed Heytea Lab into a destination that transcends mere consumption, offering patrons a glimpse into the future of retail.
