Spatial experience is an essential aspect of HEYTEA’s brand experience. The creativity of “a thousand stores with a thousand faces” ingrains the youthful and trendy attributes of the brand’s DNA. In exploring the theme and design style of Guangzhou’s first LAB store, the designer aimed to uncover the potential of rejuvenating traditional tea culture for HEYTEA. Located in the heart of the city’s central business district, the store aims to connect more deeply with the local culture through its tea-drinking space, sharing the brand’s story with the city’s youth.
Returning to the Cantonese cultural circle where HEYTEA originated, the design and brand teams collaboratively decided on the “Tea House” theme that aligns with local culture. In this region, where tea-drinking is a common activity for people of all ages, ubiquitous “tea houses” embody the Cantonese philosophy of life. Friends gathering to “have a cup of tea” can find leisure and inspiration in this casual setting.
Following the development of the “Milk Tea Bamboo” handcrafted tile product for the HEYTEA flagship store in Zhengzhou, the design team proposed the concept of “Retro Futurism” for this project. They desired products with classic charm and a rustic feel, yet retaining modern design elements. Therefore, Energy sourced various materials and ultimately chose imported ceramic powder from Japan, giving the products a natural feel. The design cleverly utilizes three-dimensional surfaces and the interplay of light and shadow, adding more detail to the space.
The leisure and elegance of Cantonese life are epitomized by the traditional “tea houses” of the region. Drawing inspiration from these tea houses, the design team aimed to capture the essence of Cantonese culture in HEYTEA’s LAB flagship store in Guangzhou. The concept revolves around creating a space that not only serves tea but also reflects the rich cultural heritage and lifestyle of the local community.
The original two-story building has a total area of only about 350㎡. Besides the basic drink bar on the first floor, the store features the unique “Tea Geek” bar exclusive to LAB stores, and a dessert bar with an independent back kitchen. Additionally, there’s a dedicated area for selling peripheral products, dubbed “HEYTEA Department Store.”
The walls are adorned with custom handmade tiles by Energy, while the floors feature modified decorative tiles, a modern take on traditional material craftsmanship. The decor is complemented by furniture styles from the 1980s and 1990s, including pieces with metal legs, wood veneer finishes, and faux leather backs. This combination of refinement and simplicity creates a distinctive South Seas style, evoking childhood memories unique to the people of Lingnan.
