Jing Tea Store

London

With a mission to inspire the world to enjoy tea at its best, JING Tea is served in some of the world's most celebrated restaurants and hotels around the world.  Established in 2004, the brand has gone from strength to strength and 2019 heralds the opening of their first brick and mortar store.

Located in St Christopher’s Place just off Oxford Street, the store needed to underline the warmth and purity of the brand creating an atmosphere where tasting the product was equal to the experience of shopping.

18 Degrees were appointed to design the lighting for this first flagship store.  Working closely with JING and the construction team, lighting was prototyped early in the design process and integrated within the joinery and the architectural fabric of the building.  Layers of light created an immersive atmosphere where customers can engage with the product in a range of methods.

The key to the design was ensuring that the warmth of the brand was reflected in the colour of the light.  The layers of light allow the store to be transformed after dark into an intimate space where you can learn about and taste the teas on offer, creating deep engagement with the brand. 

18 Degrees Director Christopher Knowtlon said “JING was the perfect client and it is always special to be part of a brand’s first store. Along with doing such a lovely project we’ve also learnt a lot about tea! Our studio can now often be found sharing an Oolong of an afternoon”.

“Lighting was really important to the creation of the right ambience for the brand.  18 Degrees delivered a design that really resonates with our brand and new store concept.  They were a joy to work with.”

Catherine archer, jing ceo