Creative in association withGear Seven

Peet’s Coffee Opens 1960s Californian Pop-Up Street in Shanghai

Experiential Marketing
London, UK
Jack Morton appointed to recreate original Peet’s Coffee shop in Shanghai as the brand continues its rapid expansion across the country

Peet’s Coffee has partnered with Jack Morton, the global brand experience agency, to bring its iconic 1966 original heritage store on Vine and Walnut Street to Shanghai. The Peet’s experience will be held from October 17th – 22nd, 2019 outside Jing’An Kerry Center.

The 1960s American street experience offers coffee enthusiasts and Peet’s fans a glimpse of the original heritage store, complete with the vibrant colours, sights, sounds and characters of the era. From the building’s façade, vintage cars and bikes, through to an adjacent park with live music, the pop-up experience brings customers back to 1966 Berkeley - the very beginning of Peet’s Coffee story.

Guests have the opportunity to purchase the full range of Peet’s hand-crafted coffees and also to take part in a series of experiences. These experiences include creating personalised t-shirts, tote bags and badges with iconic patterns and colours from the era, taking 1960s era photos in Peet’s Photomat with multiple exposures and posing for a photo at Peet’s surfing photobooth. Photos can be printed and shared electronically through social media.

Guests will also be immersed into the laid-back ‘60s California lifestyle as they journey through the experience filled with the sights and sounds of people from the period including street busker musicians and hippies.

As part of the activation, Peet’s Park, a green oasis next to the shop, is created for guests to relax and mingle with one another. From Saturday to Sunday night (October 19th – 20th), Peet’s Park will be transformed into an open-air cinema, allowing guests to relive the 60s movie experience.

Elaine Liu, marketing director at Peet’s Coffee China says: “We’re excited to expand further across Shanghai and into other cities in China, and even more excited to bring the history and heritage of Peet’s Coffee to coffee lovers in China. When Alfred Peet opened his first coffeebar in Berkeley, California in 1966, he established our long-standing commitment to roasting the highest-quality coffee and Peet's continues to stay true to that in China.”

Natalie Ackerman, EVP of Greater China says: “We’re thrilled to celebrate the history and heritage of Peet’s Coffee through this authentic and immersive experience. This Peet’s Coffee pop-up experience showcases the power of experiences in transporting audiences to a different time and place, and bringing the origins of the brand to life.”

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