CHAGGEE – A brand experience celebrating the rituals around tea and music

Celebrating the rituals around tea and music

To celebrate CHAGEE’s collaboration with Laufey, we helped create an intimate brand experience that brought together tea, music and the shared rituals around both.

The event centred on A Sip of Time, a live performance designed for Laufey fans and CHAGEE guests. It gave people a chance to step into the world of the collaboration, connect with the artist in a more personal setting and experience the brand through something more memorable than a product launch.

From the concert environment to the in-store surprise moment, the work was built around the same idea: slowing down, sharing something crafted and creating a moment people would want to hold onto.

Creative direction and theming

The creative direction was shaped around the idea of time, craft and connection. Laufey’s music has a nostalgic, transportive quality, while CHAGEE’s tea is rooted in ritual and care. The experience needed to bring those worlds together in a way that felt authentic and fan-first.

The visual and spatial world drew on the idea of a garden of memories. Guests entered via an intimate walkway designed to get people to slow down and immerse them in Laufey and CHAGEE details that helped turn the event into something people could photograph and remember.

The aim was to create the right setting for the music, the audience and the CHAGEE collaboration to meet naturally.

Fan moments

Beyond the performance, we helped shape a set of fan moments that made the experience feel more personal. Laufey fans have become known for making DIY crowns, so a dedicated area gave guests the space and materials to make their own, creating something they could wear, photograph and keep. A dedicated crafting area also helped make the space feel welcoming for the full range of Laufey fans, from toddlers to grown-ups. One of the standout moments happened at the CHAGEE store, where Laufey surprised fans by handing out drinks herself. She served her signature CHAGEE drinks with special edition cups featuring ‘Laufey’ on the side.

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