A full-length sensory bar for tea tastings and brewing demonstrations runs through T2’s new concept store at Melbourne Central, the first step in a brand-wide reinvention ahead of the tea brand’s 30th anniversary in 2026.
The compact 100 square metre shop, designed with Landini Associates, is a prototype for future T2 stores in Australia and internationally, with a renewed focus on sensory engagement, craftsmanship and community. T2 was founded in Melbourne in 1996 and is now part of Lipton Teas and Infusions.
“We’re focused on reigniting the creativity and boldness that have always defined us, while creating a retail experience that invites people to connect with tea in inspiring ways”
Christelle Young, Managing Director, T2
A double-height tea library
The range is displayed in a double-height tea library made from black oxidised steel and on flexible modular cubes, and the store has a striking hand-painted mural by Bailer, a Melbourne street artist known for transforming urban spaces with bold, large-scale work.
The industrial, monochrome materials were chosen to contrast with T2’s distinctive orange packaging and put the focus on the teas, while lighting, scent and sound have been curated to create a calm, immersive setting that encourages people to explore.
“Our intention is to hero experience over transaction, theatre over theme, and ritual over retail”
Wayne Cheng, Design Director, Landini Associates
Melbourne Central is the first in a series of updated T2 stores, with more locations planned as the reinvention continues.
Stay Updated With 365 Retail
Receive the latest retail news, store openings, brand activations, events and industry insight direct to your inbox.
Subscribe to the 365 Retail newsletter
Creative Retail Awards
Discover the international awards celebrating excellence across retail design, visual merchandising, technology, sustainability and customer experience.
