Teavana Stores Redesigned For Tea Discovery

Starbucks has unveiled several redesigned Teavana specialty retail stores, where loose-leaf teas are boldly displayed in large glass cylinders for customers to see and smell as employees help them create custom blends. The new design is intended to guide customers through the store to discover their personal preferences in flavors and tea varieties.
“We’re bringing tea closer to our customers, immersing them in a hands-on tea experience,” said Bill Sleeth, V.P., Starbucks Store Design. “We’ve learned that customers crave multi-sensorial experiences and are intrigued by exploration when shopping,” said Sleeth. “Through our design, we are unleashing Teavana teas and delivering a contemporary approach to tea culture.”
Starbucks Design Manager Katie Perkins selected materials to make the stores warm and inviting. “When customers enter these stores, they will see beautiful wood wrapping loose-leaf tea containers,” she said. “We created layers with different tones of gray to provide a more elegant shopping experience.”
A tea wet bar is placed near the entry of each store and is where partners begin to learn about customers’ tea tastes. A blending table sits at the center of each location.