Heytea In the Theatre

HEYTEA has always been the leader of new Chinese tea drinks, including but not limited to their stores fit outs. Its ambition clearly beyond just creating good-looking beverage stores, but rather a display of flourishing innovation catered for the young, which is confirmed by every new store launch, including the latest addition - a mini theater of HEYTEA designed by Supercloud Studio. The project is located at International Trade Center in Pudong, Shanghai, surrounded by office buildings. The clientele is mostly office workers from nearby. The new store sits in a small two stories free standing building in a hexagonal shape, connecting the underground commercial plaza to the ground level. Small footprint but a surprisingly good view. Based on the project site and our vision for HEYTEA, emerges the idea of creating a mini theater that is recognizable and dramatic surrounded by the plain office setting, bringing beyond the daily, unexpected sci-fi experience into the park. Graphic illustration of the interior space. Looking from the underground plaza to the front façade with HEYTEA logo. HEYTEA LOGO and store façade. Night view into the mini theater. Night view into the mini theater. 3D rendering of the store entrance. Photograph of the store entrance at similar angle. Canopy with a touch of arc deco theater entrance (day time). Canopy with a touch of arc deco theater entrance (night time). The store sits in an octagon shaped, symmetrical plan with a total area of 116 square meters, nearly 40% of which is occupied by the back of house. Hence how to use the rest 72sqm to convey the design intent is crucial. Following the theatrical entrance, the ordering counter is too borrowed from stage scenes. Here it transformed into a ticket office, with the booth, theater doors and thick velvet curtains, brought the excitement of going to a performance to the ordering experience. 3D rendering of the ‘ticket booth’ Looking into the ‘ticket booth’(day time). Looking into the ‘ticket booth’(night time). Holding your cup of tea and walking pass the thick curtain into the theater, the surround dims down and the ceiling shines like the milk way. The lingering taste of the tea and the galaxy captured in the theater. 3D rendering of the mini theater. 3D rendering of the mini theater. The circular arrangements in the mini theater and long narrow look out. View to the mini theater before dusk. View to the mini theater before dusk. Suspended LED screen breaks the symmetrical and centripetal plan, brought drama to the theater. Long, horizontal opening with a colored filter to add a sense of unreal to the scene. Customized chair. Customized bench. The essence of theater lies on its programs. That’s why we also created visual contents for this project and make the mini theater a whole.