The original concept behind the XIE XIE brand plays on the interplay between the book as an object and the special experience of tea tasting. The SIAL Shanghai stand reflects this duality by featuring bookcases that define the space’s four corners. Each corner houses a lounge area furnished with vintage pieces from Shanghai. At the center, the reception counter showcases the drink preparation process and serves as a platform for brand communication. In this way, the stand offers a fresh take on the conventional trade show setup: moving away from standard displays, it creates an immersive environment that emphasizes a sense of well-being and conviviality.