London creative studio YeahNice has revealed its work for CHAGEE, the modern teahouse brand redefining tea as a design-forward lifestyle ritual, with one of the brand’s first major North American activations.
CHAGEE and Laufey
Held on 2 May 2026 at The Americana in Los Angeles, “A Sip of Time” brought an intimate audience together for a private live performance by two-time Grammy-winning artist Laufey, fresh from her Coachella appearance.
Blending her live set with an immersive tea experiences, the event marked the launch of CHAGEE’s latest Tea House opening in the US and introduced Laufey as the brand’s first North American ambassador.
YeahNice produced the activation end-to-end, developing the creative strategy and executing the event concept, experience and brand world, with support from local production partners TIL Events.
Laufey’s music and CHAGEE’s tea philosophy share the same sensibility – both invite people to slow down, be present and savour the moment.
YeahNice shaped an evening around that shared frequency, turning a beverage into a meaningful ritual and a brand event into a cultural moment.
The campaign drew on the Boya legend, an ancient Chinese story of music, understanding and human connection.
The in-store mechanic that drove the activation was a Laufey Tea Latte Bundle, available exclusively in-store, which included two Boya Tea Lattes and a red envelope giving customers the chance to win concert tickets.
Rob Pratt, Creative Director and Co-Founder of YeahNice, said: “CHAGEE and Laufey share a belief in slowing things down and connecting with the people around us. Our goal was to turn those shared values into something people could feel in the space, and that’s what A Sip of Time became.”
“At CHAGEE, we’re not simply launching a product or brand – we’re introducing a modern interpretation of Chinese tea culture. One that honours its centuries of heritage and translates it into contemporary spaces, digital connection, and everyday ritual.” said Emily Chang, Chief Commercial Officer of CHAGEE North America.
“Partnering with Laufey, who is introducing jazz traditions to a new generation, was a powerful way to share the ideals behind the CHAGEE brand to the US.”