T2B, Sydney
Location:
Westfield Sydney, Cnr Pitt St Mall and Market St Sydney NSW 2000 Australia
Design Credit:
Landini Associates, Sydney
landiniassociates.com
For many years, when we visited Australia there was one store that stood head and shoulders above the rest of the high street.
Tea Too (T2) is a retail concept that redefines its category by wrapping an everyday commodity in a design that gives it almost instant cult status.
From the Chinese newspaper clad walls to the bright orange packaging and tone of voice, Tea Too reveals a homegrown Australian spirit that could challenge any global brand.
But World class brands must never rest on their laurels and so now we have the launch of T2B at Westfield Sydney.
With the addition of the B (which stands for brew) the emphasis is much more on the theatre of brewing and drinking tea than gift shop.
Designed by our good friends Landini Associates, the feel is raw and ultra urban with an angled mirrored ceiling that reflects all the activity against the grey concrete envelope.
At the back of the store there’s a ‘Tea Library’ of black tea canisters lined up on black oxidised steel shelving.
To break up the merchandising on the left hand wall a vertical projection screen runs a loop of rushing seas and swaying forests.
The message is clear: tea is cooler than coffee.
So, if you’re looking for somewhere nice to take a Great Aunt for a pot of Earl Grey then we suggest you try The Tea Room across the road at QVB..
