Olivia PowellJack Morton, the global brand experience agency, has collaborated with Peet’s Coffee to bring its iconic 1966 original heritage store to Shanghai.
The 1960s American-themed street experience offers Peet’s fans and coffee enthusiasts a glimpse of the original heritage store, complete with the vibrant colors, characters, sights and sounds of the era. The pop-up brings visitors pack to Berkeley in 1966, and the very beginning of the Peet’s coffee story, through features such as the building’s façade, vintage cars and bikes, and an adjacent park with live music.
Guests will be able to purchase the full range of Peet’s hand-crafted coffees and will also have the opportunity to take part in a series of experiences. These experiences include using iconic patterns and colours from the era to create personalized t-shirts, tote bags and badges, taking 1960s-style photos in Peet’s Photomat with multiple exposures as well as posing at Peet’s surfing photobooth. Photos can be printed and shared electronically through social media.
Peet’s Park, a green space next to the shop, was created for guests to immerse themselves in the experience, as well as getting the chance to meet other fans. From 19-20 October, Peet’s Park will be also contain an open-air cinema, allowing guests to ‘relive the 60s movie experience’.
Marketing director at Peet’s Coffee China, Elaine Liu, said: “We’re excited to expand further across Shanghai and into other cities in China, and even more excited to bring the history and heritage of Peet’s Coffee to coffee lovers in China. When Alfred Peet opened his first coffeebar in Berkeley, California in 1966, he established our long-standing commitment to roasting the highest-quality coffee and Peet’s continues to stay true to that in China.”
The Peet’s experience will be held from October 17-22 2019, outside Jing’An Kerry Center.