Our Role

After meeting Silk Road Tea's owner and founder Daniela Cubelic, you may never look at tea the same way again. Known locally as "Canada's Queen of Tea," Daniela has become an integral part of the social fabric of Victoria. So when Daniela planned to open a new store in Vancouver, it was important that she bring this same level of community impact to the new location. The challenge: create a unique Silk Road experience with an authentic connection to the surrounding community.
Challenge accepted.
Cutler partnered with Daniela to adapt the Silk Road Tea brand to the Vancouver neighbourhood of West 4th in Kitsilano. Our interior design services included: community research, branding & design strategy, concept development, construction documentation, custom fixture design design, millwork drawings, and specialized product specifications, along with project management through to completion.

Our Approach

We started by conducting local research: analyzing design trends, speaking to local shop owners, and getting a feel for the character of the neighbourhood. The Silk Road Tea experience is all about community connection, education and lifestyle, so it was imperative that we gain as much knowledge as possible at this step before moving forward. We then went to work on developing a new design concept for the store, based on a combination of our local research, the existing brand assets, and a re-imagination of the ancient Silk Road. Through close collaboration with Daniela, we found the perfect balance between the existing Silk Road Tea brand and the desire to strategically harmonize with the new surroundings.

"The entire Cutler team was excellent to work with and I’m very happy with the overall experience. They are creative, effective, talented, passionate, hard-working, dedicated, responsive and professional, ensuring you get the results you are looking for.
Cutler’s depth of experience, expertise and focus on retail environments provides a deep level of understanding and skill that creates an excellent end-product. I would recommend them highly and look forward to working with them again."

DANIELA CUBELIC | Owner + Founder, Silk Road Tea


The Result

As the store name implies, the Silk Road Tea boutique presents a timeless design concept. A historical nod is given to silk road style block print art with the engraved logo on the front of the wood cash desk. Textural paint finishing on the walls presents a subtle handmade clay-like texture.

Less is more with plenty of space to breathe describes the overall feel of this store concept

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