NEW YORK
TEA HOUSE
Building buzz and brand awareness
THE ASCENT
We transformed dry tea into live theatre, reimagining the category through the creation of the world’s first tea bar and turning traditional rituals into immersive, performative moments.
Guests were invited into a fully realised 360° tea world, where every touchpoint was designed to deepen engagement and discovery. From theatrical brewing moments to a breathable tea field experience, the environment blurred the line between product, story and space, creating a memorable journey that elevated tea from the everyday into a memorable experience.
THE BRIEF
Build buzz and brand awareness for a fast-growing tea brand entering the U.S. market through an immersive, experiential activation designed to cut through a highly competitive category. The objective was to create a culturally relevant brand moment that would introduce the product in a memorable, engaging way while driving trial, social sharing and emotional connection.
“ Transforming tea from a quiet, everyday ritual into a fully immersive, sensory world was a truly cloud10 brief. bringing the theatre of the indian street chai and the beauty of the japanese matcha ceremony to life in the middle of new york was completely unique. “
Transforming tea from a quiet, everyday ritual into a fully immersive, sensory world was a truly cloud10 brief. bringing the theatre of the indian street chai and the beauty of the japanese matcha ceremony to life in the middle of new york was completely unique.
