On 5th August in Beijing, the popular Broadway musical Kinky Boots and Mellower coffee brought a brand new concept of the pop-up shop to the scene, but it has now come to an end. The store is located on Tongren Road in Shanghai’s Jing’an District and has attracted a lot of fans to experience it and check-in since its opening on 11th July.
Kinky Boots, one of the fastest rising shows on the musical charts landed in China on 11th July to continue its legendary performance in Shanghai. The play was composed by the Grammy and Tony Award winner Cyndi Lauper and written by Tony Award winner Harvey Fierstein. It was its first time in China, and it was hard to get a ticket.
Mellower Coffee, a leading brand of Chinese boutique cafes, oriented around boutique coffee and centered on the construction of its own whole industrial coffee chain has joined hands with kinky boots, and has brought a different scene to the consumer.
The layout of the red boots theme pop-up shop restores the design elements of Broadway, creating three plot theme spaces. In addition, Mellower Coffee has created a special Sparkle Dance special for the event, with the addition of popping sugar elements, so that the drinks can pop like the main character, Lola on the tip of the tongue, and customers can experience the fun of immersive musicals right away.
Cross-boundary cooperation to comprehensively promote brand globalization strategy
It is reported that this is not the first time that Mellower has tried to cross the border. In July 2017, Mellower Coffee and Ofo Minibus conducted a new and interesting crossover, which not only linked Mellower Coffee to the minibus but also set up a coffee making experience, which added a lot to the quality of life for urban white-collar workers. In September 2017, Mellower Coffee teamed up with a sonnet to create a mooncake gift box for the Mid-Autumn festival.
The mooncake was paired with the classic coffee of Mellower, creating a classic combination of east and west. In December of the same year, Mellower Coffee worked with Paul Smith to hold a world tour. Mellower Coffee brings Paul Smith’s implicit and exquisite branded personality into the joint themed pop-up store, bringing diversified high-quality life experience to consumers, and making a more international and diversified boutique delicacy for the consumers who know how to live.
So far, Mellower Coffee has further expanded the global high-end consumer market and comprehensively promoted the brand globalization strategy.
Expanding Overseas, China’s boutique coffee brands have been seen by the world
Mellower Coffee was founded in 2011. Since its establishment, Mellower Coffee has always been serving every customer with the original intention of making a good coffee and with fine quality and the attitude of “professionalism and focus”. Its retail products include 7 of the top coffee beans in the world, handmade espresso and brewed coffee, over 30 creative hot and cold coffee drinks, fresh and delicious pastries and a wide variety of coffee utensils.
Mellower Coffee hopes to bring a better and emerging boutique coffee culture into China, and at the same time, it also hopes to go abroad, so that Chinese boutique coffee brands can be seen by the world. Mellower Coffee officially went overseas in April 2016 with the first overseas store located in Singapore.
In 2017, Mellower Coffee expanded to South Korea, where a veteran of the coffee industry served as the general counsel of Mellower Coffee research, developing products and forming a team of celebrity baristas. Recently, the second store in Seoul, South Korea, opened in the bustling Gangnam district.
Mellower now has more than 50 stores worldwide in Shanghai, Beijing, Chongqing, Shenzhen, Singapore and South Korea. In the future, Mellower will continue to provide consumers with high-quality coffee, leading coffee culture, and will infuse boutique coffee culture into the life of every ordinary consumer at home and abroad through its professional strength and platform resources.
