Jaeger-LeCoultre
CHERY UK · Brand Activation Case Study
CHERY at Future Stores: a nine-day bubble tea bar on Oxford Street
We ran the live bubble tea bar inside CHERY's Oxford Street launch experience at Future Stores: nine days of branded drink production, planned around 1,850 drinks with a 345-drink peak day, restocked and reset daily inside a working retail environment.
Brand Activation Case Study — multi-day live bubble tea activation delivered in London for an automotive client in 2026.
CHERY UK · London · 2026 · Multi-day live bubble tea activation
Delivered by Pearl Lemon Experiences, the events division of Pearl Lemon Group.
- 9
- Service days
- 1,850
- Drinks planned
- 345
- Peak-day plan
Project snapshot
- Client
- CHERY UK
- Sector
- Automotive
- Location
- London
- Format
- Multi-day live bubble tea activation
- Venue type
- Experiential retail store, Oxford Street
- Live service
- 2–10 May 2026 (9 days)
- Volume planned
- 1,850 bubble teas
- Peak day planned
- 345 drinks
- Scope
- Branded cups, live production, daily stock and set-up
- Year
- 2026
Last reviewed 13 October 2026.
The brief
CHERY was introducing itself to UK consumers with a ten-day experience at Future Stores on Oxford Street, built around the new TIGGO 4 CSH. The bubble tea bar was one of the hospitality moments meant to turn a car showroom into somewhere people wanted to stay. We had to produce branded drinks live, all day, every day, without stock running out or the bar looking tired by day nine.
The constraints that shaped it
A car brand nobody knew yet
Future Stores describes CHERY as arriving in the UK as a near-unknown. The drink was a reason to linger long enough to sit in the car and talk to the team, so the bar had to be quick, visibly branded and consistent.
Oxford Street footfall is uneven
Retail traffic peaks at lunchtimes and weekends. We planned 1,850 drinks across the run with a 345-drink peak day, so prep and staffing followed the daily curve rather than a flat average.
No back-of-house to speak of
Experiential stores are built for the public, not for catering. Stock, ice and tapioca prep had to fit a small footprint and be replenished every day without disrupting the floor.
How we delivered a multi-day live bubble tea activation in London
Branded service
CHERY-branded cups and a live production bar, so every drink handed over carried the brand out onto the street.
Daily stock and replenishment
Stock was planned day by day against the 1,850-drink plan, with replenishment scheduled outside peak trading hours.
Daily set-up and breakdown
The bar was reset each morning and closed down each evening to retail standards across all nine service days.
Retail-site logistics
Deliveries, access and waste were coordinated with the store operator for a central-London site with restricted loading.
The launch around the bar
Motor Trader reported that CHERY UK opened an immersive pop-up at Future Stores on Oxford Street running until 10 May 2026, focused on the newly launched TIGGO 4 CSH. Future Stores' own project page lists the experience as running 1–10 May 2026 and describes in-car karaoke, massage chairs and a bubble tea bar replacing the traditional showroom. It reports 3,000+ visits, 37% satisfaction and an NPS of +22 for the whole experience. Those are the operator's figures for the whole store, not figures for our bar.
Public sources (separate from our delivery figures)
What this proves for your brief
A long-running retail activation is a stock and staffing problem. This shows we can hold branded live service steady for nine straight days inside a high-footfall store for an automotive launch.
A Pearl Lemon Catering hospitality review
Feedback
“The supplier provided great service for today's event. The communication from the team was very effective and efficient. Also, the staff that turned up was on time despite the first time.”
A published review of Pearl Lemon Catering, a separate Pearl Lemon business — not a review of Pearl Lemon Experiences or this engagement. Read the supplier profiles on AddToEvent.
Planning an activation like this?
Send the brief, the dates and the venue. We come back with a staffing and delivery plan. Most activation programmes we take on start at around £25k and run to six figures for multi-site campaigns.
FAQ
Questions we get asked about this work
How many drinks does a nine-day retail activation need?
For CHERY we planned 1,850 bubble teas across nine days, with a 345-drink peak day. We plan the daily curve rather than an average, because weekends and lunchtimes on Oxford Street carry far more traffic than weekday mornings.
Can bubble tea be made live in a small retail space?
Yes. Prep and stock have to be planned for a small footprint, with replenishment outside peak hours. Branded cups do the marketing work once the drink leaves the store.
How do we start a project with Pearl Lemon Experiences?
Book a call or use the direct lines on this page. We scope the brief, the venue constraints and the dates, then come back with a staffing and delivery plan. Short lead times are normal for us.
