T2 has opened the doors to a brand new retail flagship in Melbourne Central, with the location indicating a return to the Melbourne-born brand’s roots.
Designed by Landini Associates, the studio responsible for T2’s original stores in Melbourne, Sydney, London, and New York, the new store contains a grand sensory bar and an iconic tea library and features a hand-painted ceiling and rear-wall installation by renowned street artist Bailer.
Ahead of T2’s 30th anniversary in 2026, Managing Director at T2 Christelle Young says the reimagined store puts theatre, sensory storytelling, and discovery at the forefront of the customer experience.
“The Melbourne Central store is the beginning of T2’s next era,” she says.
“We’re focused on reigniting the creativity and boldness that have always defined us, while creating a retail experience that invites people to connect with tea in inspiring new ways.”
Based on the previous year’s data, T2 anticipates a 200 per cent increase in gift sales at the new location before Christmas Day.
The new Melbourne Central store opened to the public on 27 November.
