Use-Case customer:
Tchai
Location: Düsseldorf, Düsseldorf, Germany
Use-Case-Region: D-A-CH, Europe
Website: www.tchai.nl
Tchai Tchi: Turning Brand Energy into a Multisensory Experience at EuroShop 2026
Tchai
Description
At EuroShop 2026, Tchai created a place to pause. The brand-environment studio with Chinese roots translated its philosophy into a tangible experience: Tchi, a fusion of Tchai and Qi, the Chinese concept of life force.
At the centre was Tchai Tchi Juice, an energising drink made with natural ingredients. Packaging, campaign and spatial design extended the same idea across every touchpoint. Together, they demonstrated how Tchai turns a brand’s identity into an environment people can experience.
USP of the Use Case
The distinctive feature was the consistent translation of one idea into an entire brand world. Taste, visual identity, space and interaction formed a connected experience, with a deliberately calm atmosphere inviting visitors to slow down and engage.
Tchai handled strategy, concept, product and packaging design, campaign, spatial design, engineering, production and installation in-house. Anonymous visitor measurement and a live dashboard added insight into engagement and product preferences.
The project received the Silver Award for Best Design in the Large category at EuroShop 2026.
Why the Solution Works for the Customer
An accessible brand story: Visitors could discover Tchai’s approach through a tangible product and the experience surrounding it.- Space for conversation: The calm setting created an opportunity for focused exchange with retail and brand professionals.
- Consistency across touchpoints: Every element reinforced the same identity, demonstrating Tchai’s ability to deliver a complete brand environment.
- Measurable interaction: Anonymous visitor data provided insight into how people engaged with the experience.
Solution features
Marketing & Sales
POS Activation & Store Marketing
Product & Brand Building
Solutions & Operations
Analytics & Customer Insights
Smart Store Technologies
About the solution
| Name: | Tchai Tchi Experience |
| Technologie: | |
| Projektziel: | Here's the scene: Euroshop 2026, the biggest stage in retail design. 1,800 stands. Every single one fighting for your attention, your dopamine, your three-second scroll-stopping glance. Then there's Tchai's booth. And it does... nothing. That's the move. That's the whole flex. Tchai, the brand-environment studio with Chinese roots, didn't build a stand. They built a philosophy made physical: the Tchi, a fusion of their name with Qi, the ancient concept of life force. Not a logo treatment. Not a tagline. An energy that had to run through every single touchpoint or the whole thing falls apart. So naturally, they made everything. |
| Projektumfang: | An energizing drink with clean, natural ingredients (brand philosophy you can literally drink). Packaging that speaks the same visual language. A campaign pulled from the same DNA. And a space engineered to do the opposite of what every other booth was doing: instead of hyping visitors up, it brought them down. Deliberate calm in the loudest room in the industry. |
| Innovation: | Here's why that's actually genius: the Euroshop crowd isn't your average consumer. These are industry pros with elite visual literacy, people who see "innovative" and "disruptive" pitches all day, every day. Noise is wallpaper to them. What actually stops them in their tracks is real intelligence. Calm reads as confidence. Confidence reads as authority. Authority builds trust. And trust opens the door to something almost no stand at Euroshop manages to create: genuine connection. |
| Kosten: | Tchai owned every layer of this themselves. Strategy, concept, product design, packaging, campaign, spatial design, engineering, production, installation, all of it. Not handed off between departments, but one continuous translation of a single idea across every scale. |
| Replizierung: | - |
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