Triggerhouse

Pure Leaf: MasterCraft Series

New York City, NY

Challenge

Deliver an elevated and unexpected tea-forward culinary experience that showcases and highlights the spirit of “craft” behind the Pure Leaf Tea House Collection brand.

Approach

Over the course of 2+ months, Trigger(House lead the creative collaboration between the Pure Leaf Brand, various agency partners, Chef Marcus Samuelsson, and four craftsmen to conceptualize, design, and fabricate a multi-room dining experience that redefined taste, elevated the senses, and brought the four key elements (aesthetic, texture, fragrance, temperature) to life. The final transformative dining event featured four tasting rooms, each inspired by a Pure Leaf Tea House Collection flavor. The process and experience is cataloged through a multi-episodic digital content series.