As a representative of new-style tea-drink brands, HEYTEA is very successful in creating fantastic spatial experiences for customers in its stores. Through working to impress and surprise the customers, HEYTEA has greatly enhanced its brand visibility and potential. Each HEYTEA store is unique and has a different appearance, but are all designed centering on four key words — “cool”, “inspiration”, “design” and “Zen”, which constitute the brand’s concept.
As approaching this project, the HEYTEA store situated at Paragon Center, Xiamen, China, BloomDesign adopted a brand-new visual style to interpret the brand’s concept and spirit. The designers tried to find some connection between traditional tea-drinking culture and the impression of Xiamen — featuring broad sea and multiple mountains. Besides, they strove to explore a contemporary expression of tea culture, and utilize youth-oriented design languages to convey the beauty of Oriental artistic conception, which is a part of HEYTEA’s modern Zen spirit.
By extracting elements from silent sea, sober mountains and tea as well as applying them to the interior design, BloomDesign created a “Shanshui” world.
Natural elements were widely utilized in the space. The grains of wood and stones give the space unique textures, either smooth or rough, delicate or austere, soft or solid, warm or cool, thin or thick, all of which can be perceived by customers as they touch the surfaces in the space, hence providing varying and pleasant tactile experiences for them. The textures and color palette of the space are derived from the materials, which not only showcase the will of nature, but also the return to nature.
BloomDesign didn’t introduce complicated and superfluous decorations into the space, with a view to letting consumers enjoy the pure pleasure of tea drinking, bringing them more inspirations and arousing their imagination.
The green plants dotted in the space awash with stones enable customers to get away from hustle and bustle temporarily, find inner peace in this charming urban “Shanhui” space.