CHAGEE turns tea into an art experience with Tate-inspired installation via TBWA\Singapore

Singapore – CHAGEE has teamed up with TBWA\Singapore and Tate to transform tea drinking into an immersive art experience through Drinkable Masterpieces, an installation that reimagines the traditional gallery visit.

Created as the latest activation under CHAGEE’s regional Sip A New Classic campaign, the installation invites visitors to experience art through tea by dispensing different variants of the brand’s Apple English Breakfast Tea from framed interpretations of artworks in Tate’s collection.

Rather than separating refreshments from art, the concept blends both into a single experience, encouraging visitors to engage with culture through taste, storytelling and design.

The installation features interpretations inspired by three artworks from Tate’s collection—Henri Fantin-Latour’s A Plate of Apples, Paul Cézanne’s Still Life with Water Jug, and Mark Gertler’s The Basket of Fruit—each paired with a different tea variant.

According to Emmanuel Sabbagh, Chief Strategy Officer at Omnicom Advertising Asia and TBWA\Singapore, the campaign explores how enduring cultural traditions remain relevant by evolving with new generations.

“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.”

He added that the campaign is designed to transform an everyday tea ritual into “a contemporary cultural experience” rather than simply placing artwork on product packaging.

The campaign builds on the journey of English Breakfast tea, tracing its evolution from Chinese tea traditions to becoming a British classic. 

CHAGEE said the Apple English Breakfast Tea range reinterprets that heritage through a contemporary lens while reflecting the shared philosophy behind its partnership with Tate.

Eugene Lee, Vice President and Chief Marketing Officer for CHAGEE APAC, said the collaboration connects the product’s distinctive apple flavour with the heritage of English Breakfast tea.

“Creativity gets people talking, and that’s what we loved about the idea from TBWA.”

Meanwhile, Rosey Blackmore, Director of Licensing and Merchandising at Tate, said the partnership extends audience engagement with the museum’s collection beyond its physical galleries.

“This partnership has allowed CHAGEE to create a product range that thoughtfully brings together art, design and everyday ritual. We are excited to see audiences discover these artworks in a new context and through a unique cultural experience.”

Drinkable Masterpieces forms part of CHAGEE’s broader Sip A New Classic platform, which aims to reinterpret heritage through contemporary experiences by combining tea, art and culture.