Chinese tea chain, Chagee, has expanded its presence in Thailand with the launch of its flagship store at IconSiam. This addition increases the brand’s store count in the country to a total of 26 outlets.
The newly opened store, comfortably situated on the G Floor, Veranda Zone of the Bangkok shopping complex, is designed as a destination-style outlet. It also features an exclusive beverage, Ceylon Black Milk Tea, that is unique to this specific location.
The IconSiam store incorporates a mezzanine level, which significantly increases the seating capacity beyond what is available on the ground floor. The interior design is characterized by contemporary elements and warm-toned materials, complemented by a subdued color scheme. The exterior of the store is marked by an intricate metal-chain installation referred to as the “Golden Chain.”
Intriguingly, the interior of the store also features a large mural. This piece of art, created in collaboration with Bangkok-based artist Pomme Chan, visually narrates the journey of tea across different regions and cultures. It includes references to trade routes, depictions of everyday life, and several Thai visual motifs.
Additionally, this location offers exclusive merchandise. Among the items available are a Mini Vacuum Cup and a Tumbler Cup, both presented in a striking Starry Red finish.
The opening of this flagship store is a strategic move in Chagee’s plans to hasten its expansion across Southeast Asia. In the previous year, the tea chain broke new ground by opening its first pet-friendly outlet in the region. This innovative concept store is located in Eastwood City, Manila, Philippines.
What is unique about the new Chagee store in IconSiam, Thailand?
The new store introduces an exclusive beverage, Ceylon Black Milk Tea, and also features a large mural created in collaboration with a Bangkok-based artist. Additionally, it offers unique merchandise like the Mini Vacuum Cup and Tumbler Cup in a Starry Red finish.
What design elements are noteworthy in the new Chagee store?
The store features a contemporary design with warm-toned materials and a muted color palette. It also has a mezzanine level for extra seating capacity and a metal-chain installation, dubbed the “Golden Chain,” on its exterior.
How does the opening of a new store in Thailand align with Chagee’s business strategy?
The opening of the new store in Thailand is in line with Chagee’s plan to accelerate its expansion in Southeast Asia. Last year, the brand unveiled its first pet-friendly store in the region, further showcasing its innovative approach to expansion.
