Many brands propose an immersive experience to consumers. In the premium tea market, Palais des Thés has been able to create a strong marketing experience. How can Kusmi Tea counter Palais des Thés and build a brand experience as strong as the one proposed by Palais de Thés, consistent with its brand identity and positioning? This mini-case draws on the research paper by Caru and Cova, 2006, How to facilitate immersion in a consumption experience: Appropriation operations and service elements.