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Emperor Love Interior

Zenique Interior

Ten Ren Interior

Wang de Chuan Interior

Context of the observation

The connection between marketing and exterior or interior design is one of the branding tools that enables brand to become visible, recognizable and to be experienced in a holistic way. “Branded spaces” transform corporate value by packaging the core messages in a spatial presentation which appeals to all of the senses. Interior design is an important part of brand communication and form an essential brand touchpoint. Visiting four different tea shops for us it was important to see how do these brands transform their corporate identity into three-dimensional brands which people can truly experience.
It becomes more meaningful when analyzing you consider the visual appearance of anything in the context: where exactly it is placed, how does environment look like. The private individuals usually pay attention to addresses which are more than just houses, hotels, shops or office space – they’re looking for addresses which embody values and stand for something.

Address becomes a brand when images and associations evoke to a particular lifestyle when people feel that it is embodied in the brand.
Four tea shops had very different approaches to design their spaces where they communicate directly with the customer. Every single component is important to not destro the whole image, history behind the brand: light, materials, furniture, colors, personnel and many many oter things.

Wang de Chuan
The interior appearance of the Wang de Chuan brand supports the idea of purchasing/buying intimacy and special treat for every customer. Red colour doesn’t seem to be to bright here, it makes atmosphere warm and cosy. It gives the feeling of wealthness and stability. Wang’s stores incorporate what they consider to be “classic Western features,” such as chandeliers imported from Venice.  The tea shop impresses by the smooth lightning and a luxurious atmosphere. Every guest is greeted by the cup of tea and the personnel provides a very high-quality service.

Ten Ren
A quite big space divided into few spaces. Shelves on the sides are packed with different products: gift boxes, traditional tea and modern packaging.
There stand a quite ancient table with four chairs to experience tea ceremony for special clients who buy Ten Ren’s tea as a wholesailer. Aditionally there is a small table and few chairs where the stuff prepares tea to offer and where the customers can have a seat and try some tea flavours. Ten Ren creates very traditional atmosphere of the shop, whatever it sells.

In the middle of an empty space there stands a table presentng french sweets which “Zenique” sells additionally to tea flavours. Smooth dark lightning creates natural, cosy and quite atmosphere. The Chinese word “Tea” is composed of the word “Grass”, “Person” and “Wood”. That is why “Zenique” designers created a large green wall to offer visitors a tranquil corner to hold a dialogue with nature within the bustling urban jungle.

Emperor Love
From the street Emperor Love tea boutique seems a small gallery or a shop, you have to go upstairs to enter it. Inside there is a tea café and a boutique with quite big product range. The colours of the room are pastel and it gives a tender,
emotional impression. The shop itself is a very light space, designed in a style of woman boutique/garderobe. Here is very cosy but you can not really feel if you are in tea shop or in any other store. The brand is experimental and plays with smell to attract customers to sale.


No. 19, Alley 33, Lane 216, Section 4, Zhōngxiào East Road, Daan District, Taipei City, Taiwan 106, Taipei , Taipei


5 Questions & 0 Responses

Why are tradition, history and luxury often associated with each other?

25 Jun 2012

What special elements make this tea shop give their customers the feeling of luxury and secrecy of tea tradition?

25 Jun 2012

Would the customers be able to realize what Ten Ren’s tea brand sells if they wouldn’t smeel tea?

17 Aug 2012

Are the clients able to read messages about meaning of the chinese word “tea” or is the wall an abstract reminding of the natural essence of tea as a product?

17 Aug 2012

How does the brand handles tea culture and tea meaning, what does it offer as a story to its clients?

17 Aug 2012