the 240sqm cafe was completed late last year and primarily focuses on serving and selling Chinese tea – along with coffee and desserts. In China – along with multiple Southeast Asian markets – a generation of ‘new tea brands’ is emerging, focused on quality and authenticity and trying to reflect the ancient culture of tea. These brands are giving the rising ranks of coffee chains a run for their money – or rather their reputation – with a noticeable focus on interior style and premiumisation. Yang Xuewan, Aurora Design’s chief designer, invoked what he describes as ‘emotional design’ to help Ye Xiao Xiao stand out, “projecting different types of emotions in a tangible way” he explains in a project brief shared with Inside Retail. “These emotions converge into the taste of tea, emerging customers into fragrant experiences.” First, a short history lesson. The Baipu, an ancient, extinct people from Yunnan, were the earliest known group to adopt tea drinking and engage in the tea trade. Tea farming – together with an entire tea culture – thrived in Yunnan thousands of years ago, leading to the region being considered as the birthplace of tea culture. From Yunnan, The Tea Horse Road, or Chamadao, was a network of caravan paths winding through the mountains of Sichuan and Tibet creating the nation’s first tea trade route. Stories of Tea Horse Road and Waste Water Bowl (Jian Shui) have been passed down through generations of Chinese. “Hawking and the sounds of rolling wheels have given new vigour and vitality to the spirit of tea culture,” explains Xuewan. By capturing the emotions from Tea Horse Road and the culture of South Yunnan, he believes he has created a tranquil space that enables customers to immerse themselves in a sense of peace. Guests can sit beside floor-to-ceiling windows and leisurely stroll along the winding paths within the store. Shelves are filled with packaged teas and books. Reflecting the local culture, Aurora Design has adopted organic forms to shape the layout and build “emotional islands”. “The design puts focus on the connection between nature and humanity, as well as the interplay between emotion and inner thoughts. Therefore, the physical surroundings and emotions coexist in perfect harmony through visual cues, emotional resonance and imaginative exploration.” “Like a traveller through time, they can glimpse fragments of history. The space is divided by circles of varying sizes, creating a fluid and interwoven path that guides people through different emotional experiences.” A standout feature is a bed of leaves on the cafe’s floor. They are not scattered for photographic purposes: the leaves remain now the cafe is trading, we were assured. “The rustling of the fallen leaves echoes like the whispers of history,” Xuewan explains. “When customers step into the space wrapped with white curtains, a seed of “emotion” is planted in the pulsating heart. It sprouts, and grows up in the aroma of tea.” The main material used for the entrance bar counter is similarly inspired by emotion from Tea Horse Road. A self-described “primitive earth tone” creates a more textured space with a sense of nature. “Serenity and simplicity serve as the emotional keynotes of the space, where the emotion changes with the curving path and different emotional expressions unfold within the shared memory.” Xuewan used curtains and wood alcoves – contrasting softness and hardness – to create an environment of elegance and tranquillity. “The interplay mirrors the tension between reality and illusion, striking a harmonious balance within the entire space,” he elaborates. In the centre of the room, a raised platform dominates, surrounded by curved walls that create white spaces. Cascading fabric curtains resemble a waterfall, creating a flowing effect. “One can taste the freshness and savour the intertwining of emotions and nature when they immerse themselves in the memories of nature. This creates a richer experiential journey where life and emotions intersect, offering a more diverse scene experience.” Take the stairs up, guests enter a spacious tea-drinking area, designed to create a sense of familiarity and warmth. “The fusion of clouds, scenery, mountains, water, and the human emotional experience reaches its pinnacle in this setting.” Fabric, he says, serves as a medium of communication, allowing customers to connect with “the intimate territory of the soul” through its soft texture and form. “We desperately need a quiet corner for soul projection and self-fulfillment when we are facing ubiquitous emotions. Here, visitors can free themselves from the noisy world, and experience love and serenity in the gentle and tranquil space. That’s the purpose of the design.” Breaking the earthy design tones are plants ranging from exquisite bonsai to larger, minimalist varietals, aimed at enhancing the organic style of the interior along with solid wood furniture and stone. A warm tone dominates the space with colours ranging from pure white, beige and dark brown – “the shifting colour impacts our emotional journey, guiding us from the state of tranquility to deep contemplation,” Xuewan says. He concludes that every single plant and every sip of tea at Ye Xiao Xiao Tea Space comes from “emotion”. “In this tranquil and warm space, the design team wish the visitors can focus on their inner heart and emotions instead of physical feelings, therefore, reconstructing the worldview when confronted with the complexities of modern life.” This story first appeared in the February 2024 issue of Inside Retail Asia magazine.