On the 12th of May LEAF. by Pure Leaf opened its doors in the heart of Antwerp city, Belgium. This temporary tea house is not an ordinary one.
“What makes it so special is that we used the consumer journey to develop our concept. Consumers nowadays are not looking for clear brand experiences but instead they are longing for new hotspots with a great concept to experience by themselves or with friends.” said Gea Massy, brand manager for Pure Leaf in Belgium. “The traditional tea house with the typical High Tea sweets and hot tea beverages in a vintage interior was already seen and experienced before.”
The Belgian team understood they needed something different. “As we like to call our LEAF. by Pure Leaf The Teahouse Reinvented, we chose for a bright interior with greenhouse elements, cosy corners and a lot of plants to give a fresh, crafted and authentic Pure Leaf look and feel. The traditional sweets made room for a healthy lunch and of course our Pure Leaf iced tea was put in the picture. A match made in heaven.”
You definitely couldn’t miss the location with the impactful billboards on top of the building. Once you entered LEAF. by Pure Leaf, you were immersed to the tea expertise and food pairing characteristics of Pure Leaf.
Next to the unique perfect serve, delicious Pure Leaf creations were on the menu: mocktails, cocktails (by the famous Belgian mixologist Hannah van Ongevalle) and T-smoothies. The Pure Leaf hot tea range also made its first introduction in Hotel, Restaurants & Cafés .
The caterer was picked carefully. Les Odettes has great expertise in pairing food with tea and is well-known of its organic, seasonal and local ingredients.
Reactions of press and consumers were great – a total PR reach of 6mio impressions and a consumer score of 4,5/5 for the Pure Leaf drinks.
But that’s not all. The tea bar was also used as a Pure Leaf hub to invite and inspire different customers in both retail and away from home and to organize internal and PR events with our well-known tea master Kurush Bharucha.
It was an unbeLEAFable journey!