THE BEVERLY HILLS HOTEL
BARNEY’S NEW YORK: MADISON AVENUE
RIMOWA X ALEX ISRAEL
BARNEYS NEW YORK: BEVERLY HILLS
BAPE LOS ANGELES
Each month we partner with a new brand to feature on the sleeves of our to go cups.ENTER THE ARCHIVES
THE BEVERLY HILLS HOTELSUMMER 2017
A legendary beverage – "The BHH" – named after a legendary hotel. An iced almond matcha latte topped off with our signature Pink Drink that perfectly complements the aesthetic of the Beverly Hills Hotel. We served it up all summer, poolside at the Cabana Cafe!
DISNEY X MINNIE MOUSEJANUARY 2017
Alfred was tapped to help ring in Minnie Mouse's birthday and her "Rock the Dots" campaign with a month full of surprises – including coffee sleeves and hand-painted Minnie murals at all of our cafes. The celebration was capped with a day of giveaways, custom Minnie-inspired Alfred cones (a macchiato in a chocolate dipped-cone with chocolate ears and fondant bows), and of course an appearance by the one and only Minnie Mouse at our Melrose Place Flagship!
Along with luxury candy boutique Sugarfina, we launched the world's first-ever caffeinated, coffee-infused gummy bear. Capitalizing on our iconic "But First, Coffee." trademark, we created three flavors using our Alfred coffee – Cold Brew, Iced Vanilla Latte, and Bourbon Cold Brew – sold at all Sugarfina and Alfred locations, nationwide. We rounded out the collaboration by using Sugarfina branded sleeves in our shops and hosting a buzz-y launch party at our Melrose Place location.
BARNEY’S NEW YORK: MADISON AVENUEJuly 2018
3Along with luxury candy boutique Sugarfina we launched the world's first-ever caffeinated, coffee-infused gummy bear. Capitalizing on our iconic "But First, Coffee." trademark, we created three flavors using our Alfred blend coffee –
RIMOWA ASPENDECEMBER 2018 - JANUARY 2019
As longtime fans of the most iconic luggage out there, we were thrilled to collaborate on creating a custom coffee and matcha bar inside their Aspen pop-up shop for the Winter 2018-2019 season. And oh yeah – we made a pretty mean hot chocolate perfect for aprés ski!
RIMOWA X ALEX ISRAEL X FRIEZE ART FAIRFEBRUARY 2019
For the first ever Frieze Art Fair in LA, we teamed up again with RIMOWA to promote the launch their collaborative suitcase with artist Alex Isreal. In the shadow of a larger-than-life suitcase installation in the heart of West Hollywood, we created a delicious lavender & strawberry milk tea that played off the blue to pink gradient of the suitcase itself for guests to enjoy all weekend long.
BARNEYS NEW YORKJUNE 2018 & DECEMBER 2018
For Barneys New Your's first ever @TheDropLA event in Beverly Hills, they summoned Alfred Tea Room to create and serve a one-of-a-kind special for shoppers to indulge in all weekend long. And BAM – "Matcha in Blue" was born! A tasty blend of butterfly pea blossom, lavender, sugar and almond milk, all topped with a hearty shot of matcha. The following winter, we had the opportunity to partner with Barneys again for our first every NYC pop-up! We had to make a HUGE splash, so we decided to recreate our iconic pink tea room as a pop-up inside of the legendary Barneys New York flagship at the heart of the busy holiday season, complete with custom Barneys x Alfred merchandise! For the entire month of December 2018, we served Alfred Tea heavy hitters like matcha, hot fine teas, and of course exclusive Alfred for Barneys special – "Matcha In Blue" – for some added heat!
BAPE LOS ANGELESFEBRUARY 2019
For the one year anniversary of their LA store, we collaborated with BAPE to create a custom "camoflouge" beverage made with an almond milk and matcha base, topped with a delectable shot of chocolate.