Interview about Wu Sian Commercial Teahouse, winner of the A' Interior Space, Retail and Exhibition Design Award 2022
Gong cha's design project, aptly named, Wu Sian, translates to limitless in Chinese and can be seen through its ambition for global expansion. First impressions of the tea house design convey a comfortable and contemporary space for everyone from all walks of life to savor and enjoy. The use of natural wood, marble stone, metal accents, and brand colors throughout the interior of the tea house manifests the company's core values: Tea, Companion, Art, Taste, and Moment. The organic materials used to create warmth and encourage enjoyment of their tea and the surrounding environment.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe interior design of the Wu Sian Commercial Teahouse was meticulously crafted to reflect Gong cha’s core values—Tea, Companion, Art, Taste, and Moment—through thoughtful material selection and a cohesive aesthetic that ties back to the brand’s identity.1. TeaThe use of natural wood in the counter base and wall accents reflects the warm, earthy tones of tea leaves and milk tea. This material evokes the authenticity and natural essence of Gong cha’s high-quality ingredients, grounding the space in the tradition of tea culture.2. CompanionMetal accents in iron gray, used for window and door frames, symbolize strength and connection, representing the bonds formed over shared moments of tea. The sturdy yet elegant framework creates a welcoming environment for companions to gather and enjoy Gong cha’s offerings.3. ArtThe clean, modern design of the ivory white cabinetry and logo on the counter speaks to the artistry in Gong cha’s craftsmanship. Paired with marble-like white tiles on the walls, these elements convey a minimalist elegance that highlights the beauty in simplicity and aligns with the artistic nature of the brand.4. TasteThe ivory white and milk tea-inspired wood tones on the walls and counters create a visual representation of Gong cha’s signature drinks. This subtle nod to flavor ensures that the design engages not only the eye but also the imagination, enhancing the sensory connection to taste.5. MomentThe combination of warm wood, calming white tiles, and sleek metal creates a harmonious and timeless space where customers can pause, relax, and savor their tea. The modern and cohesive style, consistent with Gong cha’s branding, makes every visit feel like a curated moment of peace and joy.Brand CohesionThe interior design extends the color palette and style from Gong cha’s brand guide, ensuring complete visual harmony across all touchpoints—from posters and packaging to the website and store design. The modern ivory white logo on the main signboard, framed by seal red and deep gray accents, ties the store’s physical presence directly to the brand’s identity.ResultThis integration of materials not only reflects Gong cha’s core values but also creates a space that is modern, inviting, and deeply aligned with the brand. It ensures customers feel connected to the essence of Tea, Companion, Art, Taste, and Moment in every visit.
The Wu Sian Commercial Teahouse design seamlessly blends international sophistication with authentic cultural elements, creating a unique brand experience that reflects Gong cha’s global ambitions while honoring its heritage.1. Rooted in Cultural AuthenticityThe name Wu Sian (limitless) symbolizes Gong cha’s dedication to transcending boundaries while staying true to its origins. This concept is expressed through:The modern seal red logo: Drawing from the imperial seal of Chinese emperors, a tribute to Gong cha’s heritage of excellence and authenticity.Natural materials like wood: Representing the warmth and tradition of tea culture, subtly linking the space to its roots.Ivory white and milk tea-inspired tones: Evoking the sensory connection to Gong cha’s signature drinks, tying the design to the product’s essence.2. International Appeal Through ModernityThe design incorporates a minimalist aesthetic with clean lines, modern materials, and a sleek layout, making it universally appealing:Large white tiles: A contemporary choice that reflects global trends in modern interior design while ensuring a bright, inviting atmosphere.Iron gray metal accents: Adding a modern industrial touch, these frames for windows and doors provide a visual connection to urban, international settings.Consistent branding elements: The use of Gong cha’s ivory white counters, seal red accents, and deep gray tones ensures the teahouse resonates with a global audience while maintaining its distinctive identity.3. Creating a Timeless Brand ExperienceThe space is designed to evoke a sense of timelessness, where modernity meets tradition:The wooden counter base represents the grounding nature of tea rituals, inviting customers to connect and unwind.The neutral, elegant color palette bridges cultural boundaries, ensuring customers from diverse backgrounds feel welcomed.4. A Space for ConnectionThe layout and materials create a versatile environment that caters to various experiences, from personal relaxation to shared moments with friends. This mirrors the universal joy of tea while honoring the communal values rooted in Chinese tea culture.ResultThe Wu Sian Commercial Teahouse successfully balances global aspirations with cultural authenticity, creating a distinctive space that feels both rooted and limitless. It offers a modern, inviting experience for international audiences while paying homage to the rich traditions of Gong cha’s heritage.
Designing the Wu Sian Commercial Teahouse required a careful balance between inclusivity and tradition. We aimed to create a space that resonates with customers from diverse cultural backgrounds while preserving the rich heritage of tea culture. This was achieved through thoughtful design strategies that emphasized accessibility, harmony, and cultural authenticity.1. Universal Appeal Through MinimalismSimplified Aesthetics: The teahouse incorporates clean lines, neutral tones, and minimalistic layouts that are universally appealing and easy to navigate.Color Palette: Inspired by Gong cha’s branding, the use of ivory white, seal red, milk tea beige, and deep gray creates a cohesive and calming environment that transcends cultural preferences.2. Incorporating Traditional Tea CultureNatural Materials: The use of warm wood tones and subtle leaf-inspired motifs reflects the grounding, natural elements of traditional tea culture.Cultural Symbols: The modern adaptation of the imperial-inspired seal red logo pays homage to the heritage of Gong cha, connecting the space to its origins.Ceremonial Influences: Subtle design cues, such as the placement of the counter and flow of the space, draw inspiration from the mindful rituals of tea preparation and enjoyment.3. Inclusive Layout and AmbianceFlexible Seating Arrangements: A mix of communal tables, cozy nooks, and open spaces caters to diverse customer needs, from social gatherings to individual relaxation.Soft Lighting: Warm, diffused lighting creates an inviting and comfortable atmosphere for customers from all walks of life.Accessibility: Thoughtful design elements, such as wide walkways and intuitive layouts, ensure the space is welcoming to all, including customers with disabilities.4. Blending Global and Local InfluencesModern Design Language: The use of large white tiles and iron gray metal accents aligns with international design trends, making the space feel contemporary and relevant.Subtle Local Touches: The integration of traditional Chinese patterns and textures provides a sense of cultural authenticity while remaining understated and versatile.5. A Multi-Sensory ExperienceVisual Harmony: The consistent use of brand colors and patterns ties the physical space to Gong cha’s visual identity across digital and print platforms.Connection to Taste: The design subtly reflects the sensory qualities of tea—smooth textures, natural tones, and the balance of simplicity and complexity—enhancing the overall customer experience.ResultThe Wu Sian Commercial Teahouse creates an inclusive and welcoming environment that celebrates diversity while honoring the traditions of tea culture. By blending modern design strategies with authentic cultural elements, the space provides a harmonious and memorable experience for all customers.
The lighting design in the Wu Sian Commercial Teahouse was thoughtfully crafted to create a welcoming and harmonious atmosphere while enhancing the overall customer experience. Every lighting choice was guided by the philosophy of using light as a tool to guide attention, evoke comfort, and enrich the aesthetic of the space.1. Modern Simplicity in Lighting FixturesWe selected modern and minimalistic lighting styles to align with the teahouse’s sleek and contemporary design:Hall Track Lighting: Installed on the deep gray ceiling, this lighting illuminates the main hall, providing even and subtle brightness throughout the space.Main Kitchen Lighting: Strategically placed above the counter, these lights draw attention to the heart of the store where orders are taken and drinks are prepared.Menu Board Spot Lighting: Focused lights highlight the menu board, making it easy for customers to read and enhancing its visual prominence.Hall Pendant Lighting: Positioned above the long tables near the windows, these fixtures provide focused, intimate lighting for social or individual seating areas.Point Wall Lighting: Used to illuminate wall art and the logo, adding depth and a touch of elegance to the overall ambiance.2. Guiding Visual Flow with LightThe lighting design was carefully layered to guide customers’ attention and create a natural flow through the space:First Impressions: Upon entering, customers are naturally drawn to the brightly lit counter and menu, ensuring they immediately find the central service area.Secondary Focus: The wall-mounted tea-themed photography and logo, illuminated by soft wall lighting, invite customers to engage with the brand’s story and aesthetic.Relaxation Zones: The seating areas, illuminated by pendant lighting and soft ambient light, provide a comfortable, inviting space for customers to enjoy their drinks.3. Enhancing the Customer ExperienceThe interplay of light and shadow enhances the ambiance and functionality of the space:Welcoming Atmosphere: Warm lighting around the counter and seating areas creates a cozy and inviting environment.Practicality and Clarity: Focused lighting on the menu board and counter ensures customers can easily place orders and interact with staff.Aesthetic Appeal: Highlighting wall art and brand elements reinforces the visual identity and creates a sense of elegance.ResultThe lighting design in Wu Sian Commercial Teahouse not only complements the modern and minimalist interior but also elevates the customer journey. It carefully balances practicality and ambiance, guiding attention to key areas while creating a relaxed and enjoyable environment for customers to savor their tea experience.
Navigating the balance between internationalization and localization in the Wu Sian Commercial Teahouse design required a thoughtful and strategic approach to ensure cultural sensitivities were respected while maintaining a cohesive global brand identity. We achieved this through deliberate choices that blended universal appeal with localized nuances.1. Rooting the Design in Gong cha’s Core ValuesThe design centered around Gong cha’s fundamental values of quality, connection, and authenticity, which resonate universally:Modern Simplicity: The sleek and minimalist aesthetic, featuring materials like wood, metal, and ivory tones, ensured the design felt contemporary and approachable for global audiences.Cultural Authenticity: Traditional elements, such as the use of seal red and natural materials, anchored the space in the heritage of tea culture, providing a sense of authenticity.2. Adapting to Local ContextsWhile the overall design was consistent with Gong cha’s global branding, it allowed for subtle localization to resonate with specific cultural audiences:Color Symbolism: Colors were chosen with attention to their cultural significance. For example, red represents celebration and vitality in Chinese culture, making it a key feature in the logo and accents.Material Selection: Natural wood tones and textures were used to evoke warmth and familiarity, appealing to diverse cultural preferences.Functional Layout: Seating arrangements and flow were designed to accommodate both communal and individual experiences, reflecting different cultural norms around dining and socializing.3. Visual Storytelling with UniversalityBrand Logo and Patterns: The imperial-inspired seal red logo and abstract patterns symbolizing tea culture provided a universal visual anchor, ensuring consistency across markets.Photography and Art: Wall-mounted tea-themed photography connected customers to the brand’s roots while being universally relatable and visually captivating.4. Collaborative ApproachCollaboration with local teams and cultural experts was key to navigating sensitivities and ensuring inclusivity:Regional Feedback: Input from regional teams helped refine design elements to align with local expectations and preferences.Cultural Testing: Mockups and prototypes were tested to ensure the design avoided cultural missteps and resonated with diverse audiences.5. Creating a Harmonious BlendThe final design balances modern international aesthetics with localized touches, creating a space that feels globally connected yet culturally sensitive.Unified Brand Identity: The use of Gong cha’s consistent branding elements, such as the seal red, milk tea tones, and clean typography, ensures customers recognize the brand no matter where they are.Cultural Resonance: Local adaptations in layout, art, and functional elements make each teahouse feel like it belongs to the community it serves.ResultThe Wu Sian Commercial Teahouse successfully bridges global and local influences, offering a cohesive brand experience that is culturally authentic and universally appealing. This approach allows Gong cha to grow its presence internationally while staying true to its heritage.
The design of the Wu Sian Commercial Teahouse was shaped by the dual priorities of creating a seamless operational flow for staff while maintaining a visually appealing and inviting environment for customers. By integrating functionality into the aesthetic design, we ensured the space supports efficiency without compromising on style.1. Prioritizing Operational EfficiencyOptimized Counter Layout:The counter was designed with an ergonomic workflow in mind, ensuring staff can quickly move between order taking, preparation, and handoff areas. The counter’s wood base and ivory white upper section maintain the brand’s aesthetic while organizing tools and equipment for easy access.Menu Board Spot Lighting:Bright and focused lighting on the menu board ensures customers can make decisions quickly, reducing bottlenecks during busy hours.Streamlined Service Flow:From the placement of registers to the drink assembly area, every element was aligned to minimize unnecessary movement and maximize efficiency.2. Clear Customer JourneyVisual Cues:The lighting design guides customers naturally toward the counter and menu, helping them navigate the ordering process intuitively.Open Counter Space:The clean and uncluttered counter design allows customers to interact easily with staff while maintaining a polished, modern look.3. Integrating Aesthetics into FunctionalityUnified Material Palette:The use of natural wood and ivory tones ties the functional elements of the workspace into the overall interior design, creating a cohesive visual flow.Hidden Storage Solutions:Essential equipment and supplies are discreetly stored within the counter and cabinetry, maintaining a sleek appearance while supporting operational needs.4. Adaptable Seating and FlowZoned Areas:The layout divides the space into clear zones for ordering, preparation, and customer seating, ensuring that operational tasks do not disrupt the customer experience.Efficient Entry and Exit Points:The design accommodates smooth transitions for both dine-in and takeaway customers, minimizing congestion during peak hours.5. Staff Collaboration in the Design ProcessStaff Feedback:Input from baristas and operational teams was critical in designing the workflow. Their insights ensured that workstations were tailored to daily tasks, improving speed and reducing fatigue.ResultThe efficient working line in the Wu Sian Commercial Teahouse harmonizes practicality with elegance, ensuring the space functions seamlessly for staff while remaining visually inviting for customers. This balance of operational flow and aesthetics reinforces Gong cha’s commitment to delivering a premium yet accessible tea experience.
The design of the Wu Sian Commercial Teahouse was guided by research that deeply explored how to integrate Gong cha’s brand identity into a physical space. This research revealed several key insights that informed the seamless translation of branding into the spatial environment, ensuring the space both embodied the brand and enhanced the customer experience.1. Consistency is KeyVisual Continuity: Customers should feel a cohesive connection between Gong cha’s brand elements—logo, color palette, and patterns—and the teahouse’s interior design.Seal Red and Ivory White: These signature colors, already central to Gong cha’s branding, were extended into the space through the main signboard, counter design, and accent lighting.Patterns and Textures: Subtle use of brand-inspired patterns on wall art and surfaces reinforced brand recognition while maintaining a clean and modern aesthetic.2. Space as an Extension of Brand ValuesThe space was designed to reflect Gong cha’s core values:Quality: Natural materials like wood and marble convey premium craftsmanship.Connection: Thoughtful layouts and communal seating areas foster social interactions and create a welcoming atmosphere.Timelessness: The minimalistic and elegant design ensures the space remains relevant and appealing over time.3. Customer Journey as a Branding OpportunityEvery stage of the customer journey, from entering the teahouse to savoring their drink, was designed to reinforce brand identity:First Impressions: The illuminated main counter with its clean ivory and wood tones creates a strong initial connection to Gong cha’s modern yet grounded ethos.Engagement Points: Wall-mounted tea-themed photography and logo-lit walls remind customers of Gong cha’s heritage and values.4. Balancing Local and Global AppealTo serve diverse cultural audiences, the space balances Gong cha’s global brand elements with localized design features, ensuring authenticity and relevance across regions.Global Consistency: Branding elements like the seal red logo and modern patterns tie the space to Gong cha’s international presence.Local Sensitivity: Subtle adaptations, such as seating arrangements or artwork, ensure the space resonates with local customers.5. Functional Branding Through Spatial DesignLighting Design: Functional yet brand-centric lighting—such as menu board spotlights and pendant lighting—guides customer attention while enhancing the modern aesthetic.Material Choices: The blend of wood, metal, and white tiles reflects Gong cha’s balance of tradition and innovation, creating a tactile connection to the brand’s narrative.ResultThe research underscored the importance of treating the physical space as an immersive branding tool. By aligning spatial building skills with brand elements, the Wu Sian Commercial Teahouse successfully transforms Gong cha’s identity into a tangible, memorable experience that resonates with customers on a deeper level.
Optimizing the 1,197 square footage of the Wu Sian Commercial Teahouse required a strategic approach to maximize functionality while maintaining a comfortable and inviting atmosphere for customers. By carefully balancing the layout, zoning, and design elements, we created a space that seamlessly integrates operational efficiency with customer satisfaction.1. Strategic Zoning for EfficiencyDefined Work Zones:The space was divided into clearly defined zones for ordering, preparation, and service, minimizing staff movement and streamlining operations. The counter was positioned centrally to act as the operational hub, ensuring easy access to both the service and preparation areas.Customer Flow:A logical flow was designed to guide customers from entry to the counter and then to seating or the exit, reducing congestion and ensuring a smooth experience even during peak hours.2. Optimized Seating LayoutDiverse Seating Options:The space includes a mix of seating types—communal tables for groups, individual seating along the windows, and cozy nooks for smaller parties—to cater to various customer preferences.Space Efficiency:Compact furniture with sleek, modern designs was chosen to maximize seating capacity without compromising comfort or aesthetic appeal.3. Functional Design FeaturesLighting for Visual Guidance:Warm, focused lighting highlights key areas like the counter and menu board, helping customers navigate the space intuitively. Pendant lighting over tables creates inviting zones for relaxation.Storage Integration:Essential operational tools and supplies are discreetly stored within counters and cabinetry, keeping the space tidy and visually appealing.4. Customer Comfort and AmbianceMaterial Choices:The use of natural wood tones and ivory white surfaces creates a warm and calming environment, making the space feel larger and more open.Open Sightlines:The layout ensures clear visibility throughout the space, fostering a sense of openness and connection while helping staff monitor customer needs effectively.5. Addressing Peak-Time ChallengesOrder Efficiency:The counter design accommodates multiple service points, enabling staff to handle high volumes without delays.Takeaway Optimization:A designated area for takeaway orders ensures that dine-in customers can enjoy a quieter, more relaxed atmosphere.ResultThe Wu Sian Commercial Teahouse makes the most of its 1,197 square footage by blending thoughtful design with operational practicality. This balance creates a space that feels welcoming and comfortable for customers while empowering staff to work efficiently, embodying Gong cha’s commitment to quality and experience.
The design of the Wu Sian Commercial Teahouse represents a pivotal moment in Gong cha’s evolution, setting a new standard for the brand’s retail spaces. It blends cultural authenticity, modern aesthetics, and functional efficiency in a way that is both globally adaptable and locally resonant. This approach will undoubtedly influence future iterations of Gong cha’s retail spaces in the following ways:1. Establishing a Scalable Design SystemCore Design Principles:The Wu Sian design prioritizes simplicity, accessibility, and flexibility, creating a template that can be easily adapted for diverse markets while maintaining brand consistency.Materials and Colors:The thoughtful use of Gong cha’s brand palette—seal red, ivory white, and milk tea beige—combined with natural wood and metal accents, offers a timeless aesthetic that can be tailored to different cultural contexts.2. Championing Functional EleganceOperational Flow as a Priority:The efficient layout and optimized customer journey in Wu Sian will serve as a blueprint for future spaces, ensuring seamless operations without compromising the customer experience.Multi-Purpose Zones:Flexible seating arrangements and thoughtfully designed communal areas provide a versatile framework that can be adjusted based on location-specific needs.3. Reinforcing Cultural SensitivityBalancing Global and Local Elements:Wu Sian’s integration of modern design with subtle nods to traditional tea culture will inspire future spaces to honor local traditions while maintaining global appeal.Localized Customization:While the core design remains consistent, elements such as wall art, seating styles, and materials can be customized to reflect local cultural influences.4. Innovating Customer-Centric ExperiencesEngaging Lighting and Visuals:Wu Sian’s lighting strategy, which emphasizes customer flow and ambiance, can be enhanced with technology such as dynamic lighting and interactive menu displays.Sustainability Focus:Future iterations can draw from Wu Sian’s natural material choices to incorporate eco-friendly solutions, aligning with global sustainability goals.5. Building a Stronger Brand PresenceUnified Brand Identity:By replicating the harmonious blend of Gong cha’s heritage and modernity seen in Wu Sian, future spaces will strengthen the brand’s global image as a leader in premium tea experiences.Memorable Customer Journey:The warm, inviting atmosphere of Wu Sian creates a lasting impression, setting a benchmark for customer satisfaction that future designs will strive to replicate.ResultThe Wu Sian Commercial Teahouse serves as a model for the next generation of Gong cha retail spaces, inspiring designs that are adaptable, culturally sensitive, and reflective of the brand’s identity. It lays the foundation for a global network of stores that offer consistent yet locally resonant experiences, solidifying Gong cha’s place as a beloved international brand.
Sustainability played a key role in shaping the design of the Wu Sian Commercial Teahouse, influencing both the selection of materials and the overall design strategy. By incorporating environmentally conscious choices, the teahouse not only reflects Gong cha’s commitment to quality but also aligns with global sustainability goals.1. Sustainable Material SelectionNatural Wood:The use of responsibly sourced wood for the counter base, furniture, and accents reflects a commitment to renewable materials. Wood adds warmth and authenticity while reducing reliance on synthetic alternatives.Recycled Metal:The iron gray metal accents used for window frames and door trims were chosen for their durability and recyclability, ensuring a long-lasting and environmentally friendly design.Ceramic Tiles:The large white tiles on the walls are made from durable ceramics, which are not only low-maintenance but also environmentally sustainable due to their long life span.2. Efficient Lighting DesignEnergy-Efficient Fixtures:The lighting system incorporates LED fixtures that consume less energy and have a longer lifespan compared to traditional bulbs, reducing the teahouse’s carbon footprint.Strategic Placement:By focusing light only where it’s needed—such as on counters, menus, and seating areas—we minimized energy waste while enhancing ambiance.3. Maximizing Natural LightOpen Layout with Large Windows:The design includes expansive windows to allow natural light to flood the space, reducing the need for artificial lighting during the day and creating a more sustainable environment.4. Waste Reduction in DesignModular Construction:Furniture and design elements were created with modularity in mind, making them easy to replace or repurpose without generating excess waste.Durable Finishes:High-quality finishes ensure longevity, reducing the need for frequent replacements and minimizing waste over time.5. Eco-Friendly Design PhilosophyMinimalist Aesthetic:The clean, minimalist design not only reflects modern trends but also avoids unnecessary ornamentation, reducing the use of materials and resources.Customer Awareness:Subtle messaging in the space, such as tea-themed photography and natural textures, reminds customers of Gong cha’s respect for the environment and the value of sustainable practices.ResultThe sustainable aspects of the Wu Sian Commercial Teahouse reflect a thoughtful approach to both design and environmental stewardship. By prioritizing eco-friendly materials, energy efficiency, and durability, the teahouse sets an example for how modern retail spaces can balance aesthetics, functionality, and sustainability.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
