Singapore’s most celebrated luxury tea brand, TWG Tea, has once again set the standard in the tea industry with the unveiling of its new global brand website. This digital transformation, marked by a sleek and modern aesthetic, serves as a testament to TWG Tea’s commitment to elevating tea appreciation to an art form.
The new site, which has been two years in the making, offers a comprehensive, immersive experience that combines tradition, innovation, and digital sophistication. Featuring multiple languages and local currencies, this digital platform is designed to provide tea enthusiasts around the world with an unparalleled journey through the world of tea.
“We are thrilled to unveil our new brand site,” said Maranda Barnes, Chief Commercial Officer of V3 Gourmet and Co-Founder of TWG Tea. “As a brand synonymous with innovation, our aim was to create a refined digital experience that transcends traditional tea shopping, becoming a go-to reference for tea enthusiasts. Whether discovering teas blended with chocolate or exploring detailed infusion guidelines, this site serves as an essential reference for both new and seasoned tea lovers. Much like the ritual of preparing and savouring a cup of tea, our new site offers a sensory journey through the origins, craftsmanship and appreciation of tea.”
A Virtual Journey Through the World of Tea
The standout feature of TWG Tea’s new digital home is the TWG Collective, a captivating virtual space housing three immersive worlds: Tea Innovation, Tea Origins, and TWG Tea in 360°. This pioneering initiative is a bold first in the tea industry, allowing customers to explore and appreciate the brand’s exceptional range of teas and craftsmanship like never before.
1. Tea Innovation: An Amphitheatre of Creativity
Step into an amphitheatre-style gallery, suspended in the middle of an ocean under a starry night sky. Adorned with hot-air balloons and golden birds, this space offers a vibrant, whimsical experience. Visitors can watch the creative journey of French artist RAM Aron as he meticulously hand-paints TWG Tea’s Collector’s Tea Tins, requiring over 36 hours of craftsmanship. You can also examine a stunning 3D model of the 18-carat-gold Sahara Teapot, a true masterpiece of artisanal skill.
2. Tea Origins: A Journey to the Foothills of Tea Gardens
Transport yourself to the sweeping landscapes of tea gardens, where you can witness the delicate art of tea picking. TWG Tea’s Origin Stories are beautifully showcased, highlighting the journey of the world’s rarest teas, such as Darjeeling First Flush, Hon-Gyokuro, and Sencha Nouveau, from leaf to cup. These cinematic short films are a celebration of TWG Tea’s treasured partnerships with top tea growers worldwide.
3. TWG Tea in 360°: A Virtual Tour of Flagship Stores
Take an interactive tour of TWG Tea’s flagship Tea Salon & Boutique at ION Orchard, Singapore. This immersive experience allows you to virtually browse through TWG Tea’s extensive range of products, from exquisite tea collections and accessories to gourmet tea-infused delights.
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Enhanced Digital Features for Seamless Tea Selection
TWG Tea’s website offers innovative features such as the Compare Tea and Tea Finder tools, making it easier than ever to navigate the brand’s extensive collection of over 1,000 teas.
- Compare Tea: This feature allows customers to compare up to three teas side-by-side, providing insights into their flavours, origins, and ideal times for consumption.
- Tea Finder: A personalised guide that helps tea enthusiasts find their perfect blend based on type, flavour profiles, or origins, ensuring there’s a tea for every mood and occasion.
Mastering the Perfect Cup: TWG Tea’s Concierge Service
TWG Tea’s new digital platform also offers a Concierge Service featuring detailed infusion guidelines, product care tips, FAQs, and live chat with a Tea Connoisseur. This service aims to help tea drinkers deepen their appreciation and connection with tea.
The upcoming Shop the Look feature will allow customers to curate their perfect tea table effortlessly. Gold members will also have exclusive access to sample fine harvest teas and bespoke blends through the Tea Finder.
TWG Tea’s Commitment to Sustainability
TWG Tea’s dedication to sustainability is evident in its focus on three key pillars: Craft, Community, and Commitment. This ethos drives the brand’s mission to ensure that future generations can enjoy the same high-quality teas available today.
Established in 2008 by Taha Bouqdib, Maranda Barnes, and Rith Aum-Stievenard, TWG Tea has since grown into the world’s finest luxury tea brand, with over 70 locations globally. Its prestigious boutiques and salons grace iconic landmarks such as Marina Bay Sands in Singapore, Ginza in Tokyo, and The Dubai Mall in the UAE.
About TWG Tea
TWG Tea is the world’s leading luxury tea brand, celebrated for its unparalleled selection of fine harvests, exclusive handcrafted blends, and exquisite tea accessories. Founded in Singapore in 2008, TWG Tea has transformed the tea experience into a luxurious ritual, offering over 1,000 teas from the world’s best tea-producing regions.
