Landini Associates and T2 first worked together in 2014, on the company’s HQ, their Australian retail formats and the brand’s first international stores in London and New York. Celebrated for “rethinking the tea house for a new generation”, that work received global recognition, including the prestigious Retail Design Institute of America’s International Store of the Year award. The project famously beat luxury icons Hermès and Selfridges, proving that “tea is cooler than coffee” and as fashionable, too.
A decade on, the T2 x Landini partnership is being reimagined, this time in the brand’s heartland, Melbourne Central, the caffeine capital of the world.
“This store is the starting point for T2’s next phase of growth, exploring how T2 might engage customers and communicate the brand moving forward,” says David Spires, Strategy Director at Landini Associates.
Part of Lipton Teas and Infusions, T2 has initiated a program to update its retail offer and reset its brand expression. The new Melbourne Central location serves as the initial prototype for this program, establishing principles that will guide future stores in Australia and internationally.
“We’re focused on reigniting the creativity and boldness that have always defined us, while creating a retail experience that invites people to connect with tea in inspiring ways,” adds Christelle Young, Managing Director at T2.
Designed by Landini Associates
Photography by Trevor Mein
