CHAGEE blurs the lines between gallery walls and tea cups

CHAGEE is inviting consumers to experience art through tea with a new interactive installation, "Drinkable masterpieces", as part of its regional "Sip a new classic" campaign created in partnership with Tate.

Developed by TBWA\Singapore, the installation transforms the traditional gallery experience by allowing visitors to "drink" works of art. Instead of viewing paintings from a distance, consumers are invited to interact with three framed interpretations of artworks from Tate's collection, each dispensing a different variant of CHAGEE's apple English breakfast tea.

The activation aims to blend tea, art and storytelling into a multisensory experience, encouraging consumers to engage with culture through an everyday tea ritual.

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According to CHAGEE, the installation is designed to challenge conventional perceptions of both galleries and tea, reimagining how heritage and craftsmanship can be experienced beyond museum walls.

The exhibit forms the centrepiece of "Sip a new classic", a regional campaign rolling out across Singapore, Malaysia, Thailand, the Philippines and Vietnam. The campaign marks CHAGEE's partnership with Tate and celebrates the journey of English breakfast tea by reinterpreting the classic beverage through a contemporary lens.

At the heart of the campaign are three still-life works from Tate's collection, each featuring apples as a central subject. They include A Plate of Apples (1861) by Henri Fantin-Latour, Still Life with Water Jug (c. 1892–93) by Paul Cézanne, and The Basket of Fruit (1925) by Mark Gertler.

The artworks also feature across a range of limited-edition cups, carrier bags and collectible merchandise, extending the campaign beyond the installation and into consumers' everyday interactions with the brand. 

Beyond the consumer-facing activation, the one-year partnership also includes CHAGEE's support for Tate's paper and photography conservation work, helping to preserve pieces within the institution's national collection for future generations.

"Our partnership with Tate and the curation of apple-inspired artworks brought to life the two things that matter most about this product: the unique apple flavour, and the British heritage of English breakfast tea. Creativity gets people talking, and that's what we loved about the idea from TBWA," said Eugene Lee, vice president and CMO for CHAGEE APAC. 

In tandem, Emmanuel Sabbagh, chief strategy officer, Omnicom Advertising Asia and TBWA\Singapore said, "The most enduring classics aren't preserved by staying the same: they survive because every generation finds its own way to reinterpret them. Tea and art have both travelled through time by constantly evolving while staying true to their essence."

"That shared philosophy became the foundation of this partnership. 'Sip a new classic' isn't about putting art on a cup; it's about turning an everyday tea ritual into a contemporary cultural experience that keeps both traditions alive," he added. 

Rosey Blackmore, director of licensing and merchandising at Tate, said the partnership reflects Tate Enterprises' aim of extending engagement with its collection beyond the gallery space. She added that CHAGEE's product range thoughtfully combines art, design and everyday rituals, drawing inspiration from the artworks, while giving audiences a new way to discover the artworks through a unique cultural experience.

The latest activation builds on CHAGEE's broader efforts to position tea as a cultural experience beyond the beverage itself. Earlier this year, the brand stepped into cultural publishing with the launch of a limited-edition magazine, Roots of Tea, in conjunction with International Tea Day. Positioned as more than a brand publication, the magazine explored tea's journey from the Ancient Tea Horse Road to modern-day rituals across Asia and beyond, framing tea as a cultural artefact shaped by centuries of trade, tradition and evolving lifestyles.

At the time, Simeng Li, director of branding and marketing at CHAGEE APAC, said the publication was designed to help people see tea not just as a drink, but as something deeply woven into culture, heritage and everyday life.

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