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An experiential retail concept for the senses

An experiential retail concept for the senses

Visit our new Melbourne Central store and step into a world of aromas, sights and sounds designed to immerse.

As the retail landscape continues to shift, T2 is reimagining what a store can be - creating spaces that invite connection, discovery, and pause beyond the simple act of buying tea. Designed by Landini Associates, the studio behind T2’s original stores in Melbourne, Sydney, London, and New York, this location signals the beginning of a multi-phase reinvention.

The 100sqm space adopts a minimalist, industrial aesthetic, anchored by a double-height tea library crafted from black oxidised steel and modular cube displays. A raw, monochrome palette runs throughout the store, intentionally amplifying T2’s signature orange packaging and creating a highly controlled environment shaped by lighting, scent, and sound.

Overhead and along the rear wall, a large-scale, hand-painted installation by renowned Melbourne street artist Bailer introduces a striking sense of movement and energy. His dynamic and emotive style delivers an experience unlike anything previously seen in a T2 store.

At the heart sits the Sensory Bar, inviting customers to wander, linger, and explore masterfully brewed teas through all five senses. Designed around the idea that tea should never be rushed, the space features comfortable seating that encourages guests to pause as fragrance diffusers release layered aromas drawn from curated tea notes. Together, these elements create a sensory ‘third space,’ where visitors can sit, sip, and watch the city move around them.

Sustainability remains woven into every detail. As a certified B Corp, T2 has thoughtfully crafted the store using responsible materials and energy-efficient lighting, ensuring beauty and conscience coexist.

“We’re delighted to be working with T2 again as they explore a new future for the business. This development is a move towards reclaiming the spirit that defined the difference, made tea “cooler than coffee,” and established T2 as the innovator within its category,”

David Spires, Strategy Director at Landini Associates.

While innovation takes centre stage, the store remains grounded in what has made tea lovers fall in love with the brand from the beginning - offering our core tea range alongside new and experimental blends.

Come and experience an intimate journey through tea - unhurried, personal, and deeply sensory.