CHAGEE U.S.
grand opening
For CHAGEE’s U.S. debut at Century City Mall, we were tasked with bringing the brand’s ethos—Connecting the World Through Tea—to life through an immersive and impactful grand opening experience.
Merging tradition with modernity, the activation led guests on an interactive journey inspired by the historic Tea Horse Road, reimagined in a bold, contemporary context. From toile-making stations and a 360° CHAGEE cup to storytelling visuals and sampling bars, every touchpoint was crafted to spark curiosity, inspire connection, and celebrate the arrival of this modern tea house in Los Angeles.
| Client: | CHAGEE |
| Agency: | Optimist Inc. |
| Role: | Creative Direction, Art Direction, Graphic Design |
Event day
Load-in
Planning
AI integration
To expand the visual library for the event, we needed a fast solution with limited branded toile graphics and a tight timeline. We turned to generative AI to help create original toile-style illustrations that brought the story of Eastside LA meeting Westside LA to life.
The visuals were thoughtfully placed, with Westside LA featured on the left wall and Eastside LA on the right. This mirrored layout served as a hidden detail that added to the larger storytelling. The illustrations were then refined, converted into vector files, and printed at large scale to wrap the structure, turning the space into a fully immersive canvas.