Bellocq: Tea Goes Upmarket
The Bellocq Tea Atelier, which opened earlier this year, has been founded by a group of like-minded New Yorkers with high-pedigree backgrounds in the creative industry – Heidi Johannsen Stewart and Michael Shannon, both former employees of the Martha Stewart Living empire, and Scott Stewart and Young Yoon, co-founders of Jolie Laide Gallery.
Based in London’s Chelsea district, Bellocq offers an unusually design-conscious setting in which to sup Britain’s favourite national drink. Selling artisanal teas and tea accessories selected by the owners, Bellocq's image is built on a rustic, apothecary-style aesthetic. Rows of labelled metal jars on wooden shelves, faded walls and refined brown-paper packaging echo the founding partners’ vision of placing handcrafted products in a visually stimulating space.
Tea retailer Harney & Sons has also just opened a flagship store in the trendy neighbourhood of SoHo, New York – indicating a transatlantic desire to make teashops a more upmarket version of their coffee counterparts.