WILLchá Flagship Store in Beijing by CUN DESIGN: Reimagining Tea Culture for the New Generation

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Tea has been the cornerstone of Chinese culture for over 5000 years, but in modern cities, the aroma of coffee often overshadows that of tea. Recognizing this shift, founders of WILLchá commissioned CUN DESIGN in 2021 to create a flagship store in Beijing, capable of reintroducing tea to contemporary life—especially for a new generation of health-conscious young people.

The store spans just 120 sqm (1,291 sq ft), embodying the philosophy of "Eastern Bright Tea". It combines natural materials, bold geometry, and Eastern motifs to create a multi-level shopping and cultural experience.

Tea Space for Generation Z

Differing from traditional milk tea shops, WILLchá uses only natural tea leaves, emphasizing healthy tea consumption and scientific brewing methods. The target audience is consumers aged between 20 to 35 years old, and the design reflects the aspirations of China's post-90s and post-00s generations—people increasingly interested in health, authenticity, and cultural identity.

CUN DESIGN conceived the flagship store not just as a place to buy tea, but as a modern cultural hub, where space, product, and lifestyle intersect.

Geometry and Multi-functional Space

Despite its compact size, the flagship store is divided into nine distinct functional zones:

Ordering and dining areas
Self-service tea brewing station
Customer service bar
Tea display and sales area
Kitchen, storage, and staff relaxation zone

The layout is based on geometric planning, dividing the small volume into a composite commercial structure. This strategy allows the store to function both as a retail space and a tea experience center, positioning WILLchá as a leader in the emerging new tea culture.

Visitors are greeted by an impressive geometric form, evoking a sense of stepping into another world—an environment where light, shadow, and structure merge to create a cinematic atmosphere.

Nature and Material

The green color, the brand's visual identity, dominates the interior. The green profiled ceiling rises from 2.8 meters to 5.5 meters, resembling a giant leaf illuminated by cool and warm light sources. This dramatic ceiling installation creates a multi-layered, immersive environment.

Complementing the green theme:

Light gray wood veneer and furniture add warmth and sophistication.
Black terrace flooring reflects light and shadow like a starry sky, expanding the perceived depth of space.
Natural elements—a leaf above the head, wood on the sides, stone underfoot—intrinsically connect visitors to an experience of being among grass and trees.

This color palette makes the store a place of cleanness, naturalness, and harmony, core values for the WILLchá brand.

Eastern Aesthetics, Modern Expression

To reflect the brand slogan "Eastern Bright Tea," CUN DESIGN drew inspiration from Eastern motifs:

The facade resembles traditional eaves, reinterpreted through individual grilles that create a unique rhythm.
The window structure with columns and folding storefronts evoke a folding fan, symbolizing classical Chinese elegance.
Acrylic U-shaped frames and display layers add depth and a modern touch.

This synthesis of traditional motifs and modern design solidifies WILLchá’s visual identity, ensuring brand recognition in future expansions.

Cultural Identity and Contemporary Relevance

The WILLchá flagship store is more than just a retail space; it’s a statement on cultural continuity. By blending modernity with tradition, it offers young consumers a chance to reconnect with the rich heritage of tea culture.

CUN DESIGN envisions the brand using design as a cultural bridge. The project embodies Emerson’s words:

"Culture opens the perception of beauty."

Thus, the store becomes both a retail space and cultural narrative, showing how tea culture can evolve while maintaining deep roots in its heritage.

Why This Project Matters