Chongdee Teahouse Signature

For the Chongdee Teahouse Flagship Store, DTU focused on transforming a traditional beverage experience into a high-impact visual landmark. The design strategy is driven by spatial perspective; the entire store layout is meticulously oriented on a diagonal axis. This intentional angling ensures maximum visibility and a welcoming “pull” for visitors approaching from both the main walkway and the nearby escalators, creating a seamless flow of traffic.

The store’s identity is anchored by its bold use of Heritage Green, the brand’s signature CI color, which is applied across modern textures to bridge the gap between tradition and contemporary style.

The undisputed centerpiece of the space is the Giant Teh Tarik (Thai Tea) Installation. This larger-than-life sculptural element not only celebrates the art of tea pulling but also serves as a strategic “Instagrammable Landmark,” driving social media engagement and making the flagship store a destination in its own right. Through a combination of bold branding, clever orientation, and immersive storytelling, DTU Design has created a space that is as functional for operations as it is captivating for customers.