design:retail - February 2014 - (Page 18)

we love this! 018 High Tea O n first glance , you might think this photo is from a lab, where exotic specimens are scientifically displayed for classification. But in actuality, it's a Berlin tea shop called Paper & Tea. Founder Jens de Gruyter created this unique retail tea market destination to provide dimension to his mission to make fine teas and tea culture more accessible and rewarding to a broad audience. For the 2,100-sq.-ft. Paper & Tea (known locally as P&T), product designer Fabian von Ferrari and de Gruyter collaborated on executing a concept February 2014 that encourages self-directed discovery, accessible information about each tea's origin and brewing suggestions, and a sensory in-store experience to make tea selection fun and personal. Rather than the traditional tea shop interior with the products stored in large containers behind a counter, the basic layout for P&T consists of freestanding cubes with sliding drawers inviting shopper browsing. Here, 70 individual teas, including white, green, yellow, oolong, black and specialty teas from seven countries, are arranged in round glass trays, with accompanying information. Customers are invited to enjoy the distinctive scent of the individual teas and pose questions to the knowledgeable staff. They can request to sample a cup of a tea and a P&T "teaist" will brew it to order at a nearby tasting station. Gray is the background color to flatter the subtle colors of the teas, and contrast is supplied by the bright colors of the glazed tea accessories. Overhead, arranged on a black wire frame grid, are illuminated contemporary versions of traditional Chinese lanterns. Now that's a tea shop worth raising a pinkie! - Vilma Barr Photos by LUDGER PAFFRATH http://www.DESIGNRETAILONLINE.COM

Table of Contents for the Digital Edition of design:retail - February 2014

design:retail - February 2014
Editor's Note
Show Talk
On Trend
We Love This!
Design Picks
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Food Fabulous Food
Galeries Lafayette
GlobalShop Show Preview
POP Supplier Listing

design:retail - February 2014