The XIE XIE brand entrusted Active Creative Design with the devising and design of the packaging of its tea. Following this first collaboration, the studio then prolonged its mission by creating the stand for the SIAL trade fair in Shanghai.

The original concept of the packaging plays on an association between the book object and the moment of tea tasting, in particular by developing the notion of pleasure and well-being. XIE XIE is thus defined as “the tea for the best moments in the day”, while its packaging, “a book to be savoured”, appears as a set of works from the same collection.

SIAL’s stand renews this association through the creation of a library marking the four corners of the space. Each corner, thus protected, houses a lounge area created using vintage furniture originating from Shanghai. In the centre, a reception desk stages the preparation of beverages and communicates on the brand.

The XIE XIE stand thus develops a form of diversion by exhibiting foodstuffs in an unusual manner. Ignoring the display counters normally used in this type of trade fair, the stand stages a scene in which emphasis is placed on the product’s identity through the notions of well-being and conviviality.