Craft, Culture, Curation and Cups of Tea: A Window into Newby
As part of Clerkenwell Design Week, Newby – the luxury tea house known for elevating the art of tea – opened its doors to more than just connoisseurs. They invited design lovers into a sensorial experience where visual storytelling and heritage collided. We were proud to collaborate with them on a window installation that not only reflects their aesthetic values but interprets them through the lens of contemporary design.
The concept began with a simple truth: tea is not just a drink – it’s a ritual, a moment of pause, reflection, and beauty. Newby’s approach to tea is deeply rooted in preservation and storytelling. To echo this in their physical space, we were drawn towards materials that play with perception. Warm, amber-toned, layered acrylics create a glowing jewel-like effect – evocative of tea steeping in sunlight. Mirrored sculptural forms catch the light differently throughout the day.
Perhaps our favourite detail is the mirrored vinyl applied over the gold-framed reeded glass panels. On a bright sunny day, the resulting shimmer can be enjoyed from both the busy crossroads outside or the serene interior lounge. The pattern was inspired by the bubbles in a methodically brewed tea.
We caught up with the Newby store team during Clerkenwell Design Week to get their thoughts.
◦ What does this scheme represent to Newby?
This scheme brings to life Newby’s modern luxury branding by being eye catching and impressive yet tasteful and refined.
◦ What’s effects have the new window scheme had on the space so far?
It has increased awareness and intrigue surrounding the location. It has captured passers-by’s attention in a way our previous displays did not. People has been stopping to stare into the shop more than previously.
“This is a new chapter for Newby and evokes feelings of excitement and pride. The step into retail is new for the brand and window displays are a huge part of that so seeing the potential of the location presented means a lot.”
◦ How have the new windows impacted the Clerkenwell experience for both staff and customers?
The windows have boosted the staff’s sense of pride when arriving/leaving work as well as given customers something extra to marvel in when attending the shop.
◦ Do you feel this has inspired a new approach to windows for you as a brand?
Yes absolutely! We will be interested in looking at further window options for winter/Christmas this year.
◦ What is one thing about Newby tea as a brand that differentiates from others?
The quality of what we do is the most important; be that of the teas we sell to the clients we choose and the agencies we hire. And you have delivered.
