Stemming from her passion for matcha bars, Joya Burda came up with an exciting new way to incorporate an interactive environment with culinary creations. Founded in January, she created Tcha, a unique experience in the form of a pop-up that also hosts several engaging activities from a number of luxury brands.
The concept takes an even more lively turn as she meticulously goes over themes for her pop-ups that result in one spectacular party. There is always a different theme when Tcha opens in a new space, from ‘Garden of Eden’ to ‘Mad Hatter Invited Marie Antoinette’. One of the most recent pop-ups in Germany had its theme based on its space in a factory, being dubbed ‘Studio 54 Goes to Factory’. The artistic ingenuity that Joya puts into the space is phenomenal, which begins with her creating a vision board with the brands she selects.
“That is exactly what Tcha is,” says Joya. “It is an experimental concept that each time I bring something new to Tcha, sometimes things that haven’t even hit the market. I had these fantastic dried apple and egg white candies that I brought to Paris [and] I have this really fantastic jewelry brand [called] Moxie that is being launched today.”
Due to the nature of the pop-up, there is no set location and every couple months they open up in a new location. However, whenever a space is set and ready to let the party commence, personal invitations and social media connectivity will allow guests from all over the globe to know where Tcha is next in the world.
“I am going to do Gstaad next,” states Joya. “Then I have Berlin, Amsterdam and Paris. I have quite a lot coming up. That is what keeps Tcha alive. It’s like a monthly magazine.”
Images Courtesy of: Joya Burda
