MIXUE Brand Activation
MIXUE is a high cultural-density beverage brand with strong recognition and appeal, but lacking cultural legibility in the U.S. market, requiring interaction design and spatial experiences to lower the cognitive barrier.
How do we introduce MIXUE to an unfamiliar U.S. Audience?
MIXUE takes over Bryant Park and the adjacent NYPL starting in January for a winter activation as its first major introduction to New York and to a broader American audience as a whole
Taking over a staple of winter in New York, Mixue brings energy and excitement to an otherwise dull month
Focusing on accesibility, affordability, and brand discovery, people from around the city will be invited to join Mixue for an exclusive month long event that brings new flavor to New York.
Around the Park
The $1 Stall
- Full Menu
- Expanded opportunities for learning about options
Snow King's Court
- Photo Op and Meet & Greet
- Priority availability and free to all with same day receipt
Merchandise
- Discounted merch
- Blind bags
- Exclusive items
Stay Warm Stall
- Standing heaters
- Hot tea samples
- Expanded hot drink menu
MIXUE Ingredient Lab
1) Welcome Zone | Ingredients Aren't a Secret
Table-top display with ingredient comparisons, whole leaf tea vs tea powders, coffee bean, and ingredient origins
2) Ingredient Tasting | Blind Taste Test
Blind taste test of three options, comparing MIXUE to popular chains
3) Title Wall, Brochure, Gifts
Why tea matters and an emphasis on MIXUE's commitment to consistency and quality
4) Library-Only Exclusives
Exclusive on site flavors such as lattes, single-origin tea bases, and a coffee tea hybrid
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