{"id":900155,"date":"2026-10-05T14:41:02","date_gmt":"2026-10-05T14:41:02","guid":{"rendered":"https:\/\/popupagency.com\/?p=900155"},"modified":"2026-10-05T14:41:02","modified_gmt":"2026-10-05T14:41:02","slug":"heytea-x-sandy-liang-taking-a-collaboration-onto-the-street","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/10\/05\/heytea-x-sandy-liang-taking-a-collaboration-onto-the-street\/","title":{"rendered":"HEYTEA x Sandy Liang: taking a collaboration onto the street"},"content":{"rendered":"\n<style>\n.pua-blog-article{max-width:780px;margin:0 auto;text-align:left;font-family:var(--e-global-typography-text-font-family,\"Radio Canada\"),sans-serif;font-size:18px;line-height:1.75;color:inherit}\n.pua-blog-article *{box-sizing:border-box}.pua-blog-article p{margin:0 0 1.25em}\n.pua-blog-article h2{font-family:var(--e-global-typography-primary-font-family,\"Radio Canada Big\"),sans-serif;font-size:clamp(25px,3vw,34px);line-height:1.2;letter-spacing:-.02em;text-transform:none;margin:2em 0 .7em;color:inherit}\n.pua-blog-article h3{font-size:21px;line-height:1.35;text-transform:none;margin:1.5em 0 .6em;color:inherit}\n.pua-blog-article a{color:inherit;font-size:inherit;text-decoration:underline;text-underline-offset:4px}.pua-blog-article a:hover{font-size:inherit;color:inherit}\n.pua-blog-article a:focus-visible{outline:3px solid #d6e540;outline-offset:5px}\n.pua-blog-article .pua-answer{font-size:1.16em;line-height:1.6}.pua-blog-article .pua-context{font-size:14px;line-height:1.6;opacity:.8;border-bottom:1px solid #424242;padding-bottom:20px}\n.pua-blog-article figure{margin:30px 0}.pua-blog-article img{display:block;width:100%;height:auto;border-radius:12px}.pua-blog-article figcaption{font-size:14px;line-height:1.5;opacity:.8;margin-top:12px}\n.pua-blog-article .pua-brief{padding:24px;border:1px solid #555;border-radius:14px;margin-top:35px}.pua-blog-article .pua-brief h2{margin-top:0}\n.pua-blog-article ul{padding-left:1.3em}.pua-blog-article li{margin-bottom:.6em}\n@media(max-width:600px){.pua-blog-article{font-size:17px}.pua-blog-article .pua-answer{font-size:19px}.pua-blog-article .pua-brief{padding:20px}}\n<\/style>\n<div class=\"pua-blog-article\">\n<p class=\"pua-context\">Project location: New York, NY \u00b7 Project context: 2024 \u00b7 Prepared by POPUP from the project archive in October 2026.<\/p>\n<p class=\"pua-answer\">Fashion Week moves through the city. HEYTEA and Sandy Liang met that movement with a tea truck, making Pink Daydream and the collaboration&#x27;s merchandise part of the street-level experience.<\/p>\n<h2>How can a mobile activation follow a Fashion Week audience?<\/h2>\n<p>A mobile experience can meet fashion\u2019s community in motion, extending a collaboration beyond one address.<\/p>\n<p>Take the tea-and-fashion collaboration on the road, using a branded vehicle to turn Fashion Week stops into moments of product discovery.<\/p>\n<figure><img loading=\"lazy\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-heytea.webp\" alt=\"The mobile experience meets a gathering on a New York street. Courtesy of HEYTEA.\" loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\"><figcaption>The mobile experience meets a gathering on a New York street. Courtesy of HEYTEA.<\/figcaption><\/figure>\n<h2>Take the collaboration to the street<\/h2>\n<p>A branded tea truck gave HEYTEA \u00d7 Sandy Liang a moving presence during New York Fashion Week. Across local stops, the experience met the audience around shows and neighborhood gathering places rather than asking everyone to travel to one address.<\/p>\n<h2>Make the first taste part of the story<\/h2>\n<p>The limited-edition Pink Daydream drink and collaboration merchandise gave visitors a tangible way to participate. The serving window became the point where fashion curiosity turned into a personal encounter with the tea brand.<\/p>\n<h2>Keep the experience moving<\/h2>\n<p>POPUP coordinated the vehicle, branded environment, ambassadors, drink transport and street-level operations across the route. HEYTEA prepared the tea and led the collaboration; our role was making that experience work from stop to stop.<\/p>\n<h2>The planning lesson<\/h2>\n<p>Choose the route around the audience&#x27;s real movement. Drink transport, ambassadors and local operations need to support each stop without changing the core offer. The guest should encounter one coherent collaboration wherever the vehicle appears.<\/p>\n<h2>Who delivered the experience<\/h2>\n<p>POPUP delivered the mobile experience across New York stops, coordinating the vehicle, branded environment, ambassadors, drink transport and street-level operations. HEYTEA prepared the tea and led the brand collaboration.<\/p>\n<h2>What the experience made possible<\/h2>\n<p>The mobile experience connected HEYTEA and Sandy Liang with the neighborhoods and cultural moments around New York Fashion Week.<\/p>\n<h2>Project questions<\/h2>\n<h3>Where did the experience take place?<\/h3>\n<p>HEYTEA \u00d7 Sandy Liang: New York, NY.<\/p>\n<h3>What was the delivery scope?<\/h3>\n<p>Mobile production; Branded vehicle &amp; signage; Ambassador coordination; Drink transport &amp; on-site operations.<\/p>\n<h2>Explore related work<\/h2>\n<ul><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/29\/jaded-london\/\">Jaded London project story<\/a><\/li><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/puma-presents-808-day-sneaker-launch-event\/\">PUMA \u00d7 Roland project story<\/a><\/li><\/ul>\n<h2>Further reading<\/h2>\n<p>For the wider event and campaign context:<\/p><ul><li><a href=\"https:\/\/nyceventpro.com\/heytea-nyfw\/\">NYC Event Pro: HEYTEA \u00d7 Sandy Liang at New York Fashion Week<\/a><\/li><li><a href=\"https:\/\/hypebae.com\/2024\/9\/sandy-liang-ss25-runway-show-nyfw-interview\">Hypebae: Sandy Liang on Childhood Dreams, Bubble Tea and Her SS25 Show<\/a><\/li><\/ul>\n<aside class=\"pua-brief\">\n<h2>Planning a similar experience?<\/h2>\n<p>Tell us who you want to reach, where the experience needs to happen and what you want guests to do. We can help connect the idea with the space, production and operating plan.<\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Talk with POPUP about your brief<\/a><\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential services<\/a> \u00b7 <a href=\"https:\/\/popupagency.com\/index.php\/blog\/\">More ideas from the work<\/a><\/p>\n<\/aside>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>HEYTEA \u00d7 Sandy Liang met New York Fashion Week on the street, with local stops connecting the collaboration to shows, culture and community.<\/p>\n","protected":false},"author":4,"featured_media":15513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-900155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>HEYTEA x Sandy Liang: taking a collaboration onto the street | POPUP<\/title>\n<meta name=\"description\" content=\"HEYTEA \u00d7 Sandy Liang met New York Fashion Week on the street, with local stops connecting the collaboration to shows, culture and community.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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