What Happened #
如今，开茶馆似乎成了品牌们的新标配。
今年 4 月，Michael Kors 带着“小懒包”JORDI 来到杭州，在西湖龙井山脚下开出一间别致的茶酒铺，名字就叫“伸个懒腰”。这不是一间普通的快闪店，而是一处能边赏春色、边“躺平喝茶”的沉浸式体验空间。
茶酒铺里的饮品也充满巧思：有以中国传统葫芦为灵感，巧妙融入西湖谐音梗的“吸葫”龙井茶，还有光听名字就让人放松下来的懒腰 “塔塔” 和懒腰 “莲莲” 酒。
西湖与龙井茶代表着东方传统中的闲适，完美契合品牌“小懒包”JORDI 所倡导的轻松自在的生活态度。品牌巧妙地把 Jet Set 旅行精神与东方茶文化融合，不仅打造了沉浸式体验空间，更借助杭州山水灵秀、风雅隽永的城市气质，强化了消费者对品牌的情感认同。
The Jing Take #
Michael Kors 并不是唯一一个拥抱茶文化的品牌。运动巨头 Adidas 在这个春季，也以一座“清风茶馆”在成都掀起城市级刷屏热潮。4 月 29 日，Adidas 携手焕新升级的成都品牌中心，在太古里打造了一场“透爽如风”的沉浸式限时体验。品牌以竹林为灵感，特别打造“清风茶馆”。
成都及川地素以青竹林立、茶香氤氲而闻名，竹林既是日常生态的一部分，也承载着东方语境中的清雅与松弛。品牌通过低饱和青绿的视觉语言复刻林间竹影，以“茶馆”为载体，营造夏日清凉的感官氛围。Adidas 巧妙借竹的清爽视觉与茶的文化静气，回应地域风貌，将 CLIMACOOL 系列的“透爽”科技与在地文化深度连接，实现科技体验与情绪认同的双向共振。
除了 Adidas，西班牙鞋履品牌 Camper 也在品牌 50 周年之际，携手成都老茶馆陈锦茶铺，打造限时茶馆。此次合作，品牌将中国限定款红色鞋履与传统功夫茶文化相结合，借助东方美学空间呈现独特的品牌体验。
在中国文化里，茶馆是放松、对话、交融的场所，在茶馆这样充满文化意象与社交情绪的独特场域里，品牌不仅是在推出新品，更是在与城市展开对话。借茶入局，以地为媒，让产品焕发更深层的情感温度与文化共鸣，用茶香放大产品优势，唤醒感官记忆，打动消费者心智。
Shanghai-based Emma Li is an editor and fashion journalist. She has a masters in international law with a speciality in research on fashion law. Emma is experienced in video planning, editing and production. She is also an expert on Chinese social media platforms such as Xiaohongshu and Douyin and how to build audience and engagement. She is dedicated to creating valuable video content for Jing Daily’s social media platforms. Emma previously worked at Vogue Business China, contributed to WWD in China and Southern Metropolis Weekly as a writer and is a curious, avid digital native with passion for fashion.
Shanghai-based Emma Li is an editor and fashion journalist. She has a masters in international law with a speciality in research on fashion law. Emma is experienced in video planning, editing and production. She is also an expert on Chinese social media platforms such as Xiaohongshu and Douyin and how to build audience and engagement. She is dedicated to creating valuable video content for Jing Daily’s social media platforms. Emma previously worked at Vogue Business China, contributed to WWD in China and Southern Metropolis Weekly as a writer and is a curious, avid digital native with passion for fashion.