OK, this is the article so many have been waiting and asking for. I've detailed six strategies designed to differentiate the Adagio Retail store from any other on the market (http://www.tearetailer.com/article_45.html).
I'd love to get your feedback on how these would resonate with you.
Good question. I'm actually cutting the lighting from within the main tea merchandising compartment. I want the focus on the sample jars, not the pouches below. There will probably be a little bit of down-lighting from the shelf above but only a little. I just didn't have the drawings updated again because it's a bit expensive and close enough for us to work off of as-is.
No lease signed as yet so we'll probably open 90 days after... whenever! Soon hopefully.
Perhaps the one hook that is missing is the multi cultural element of TEA that will draw someone who despises a corporate store such as Teavana ... right in.
I consider myself immune to their tactics and find them to be reprehensible, but I am certainly attracted to the "warm look" of the store, nevertheless. I will not walk by a Teavana w/o stepping inside ... though I will NOT buy tea there, period, but I do end up buying something such as a Washi canister or two.
Clearly you are not trying to imitate what Teavana is doing, but your pictured design is so clean, it is almost sterile ... while I consider tea to be warm and friendly. Clearly the tea will have to stand out in order to draw a repeat customer base, but I recall previous discussion here about expanding on the current teaware offerings.
Understood and agreed. We've yet to put color and art into the space. It also will look different merchandised with accessories. I wonder how much of Teavana's image comes from the store design and how much is the plethora of cast iron and merchandising elements?
Regardless, I agree entirely and consider the current picture more like a house with no furniture. We still have to make it our own.
I just purchased tea from Teavana for the first time this past weekend. I assume they are who you are talking about in this article. The fact that you have to wait in line for 10-20 minutes before you can talk to one of the tea masters and then when you finally do, they tell you the tea you want to buy isn't good enough you should buy the more expensive stuff really turned me off to the place. I wont be going back.
I love the concept so far for the Adagio stores hopefully you open one up in my area, maybe I'll even work there. : )