Innisfree Green Tea Café was conceived as a brand-driven hospitality takeover designed to celebrate the launch of the Green Tea Ceramide Milk product. The activation transformed an existing New York café into a fully immersive brand environment, translating product identity into a physical, sensory experience rooted in ritual, comfort, and discovery.

The concept leveraged the familiarity of a café setting to create an approachable yet highly curated brand interaction. Rather than relying on conventional retail mechanics, the experience embedded product storytelling within moments of pause and indulgence. Guests engaged with the brand through custom green tea beverages, bespoke pastry elements, and tactile sampling, allowing product introduction to feel natural and integrated into the environment.

The design strategy centered on cohesion between space, atmosphere, and brand language. Visual identity, environmental graphics, and material choices worked together to reshape the café without disrupting its inherent character. This balance preserved authenticity while clearly signaling transformation, ensuring the experience felt both credible and visually distinctive.

A structured guest flow supported layered engagement. A dedicated influencer preview period established early visibility and content momentum, followed by timed public entry designed to maintain intimacy and experiential quality. Interactive components, including product sampling and chance-based reward mechanics, encouraged participation while reinforcing memorability.

By merging hospitality, brand storytelling, and environmental design, the activation positioned Innisfree’s product launch within a culturally resonant New York context. The result was an experience that prioritized atmosphere, shareability, and emotional association, extending the brand’s presence beyond traditional promotional formats.

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