Oatly launches matcha-themed ‘Monochrome by Oatly’ pop-up at Goodhood
Oatly’s immersive matcha experience includes an exclusive Oatly x Goodhood collection of homeware and fashion items, a conveyor belt of free Oatly Matcha drinks and London’s first-ever colour-matching matcha bar.
Oatly, the world’s original and largest oat drink company, has launched Monochrome by Oatly, a ten-day immersive matcha-themed pop-up, in partnership with Goodhood.
Opening just in time for Fashion Week, from 3rd to 13th September, the pop-up marks a continuation of Oatly’s expansion into fashion and lifestyle spaces and follows the opening of Goodhood’s Commune café in collaboration with Oatly, earlier this year.
The pop-up space is transformed with vibrant shades of green and is inspired by contemporary design, art installations and gift shops. At the heart of the experience is a rotating conveyor belt carrying a curated collection of limited-edition Oatly x Goodhood products, along with complimentary* Oatly Matcha drinks.
On select days, visitors are also invited to experience London’s first Colour Matching Matcha Bar in Goodhood’s cafe, Commune at Goodhood. Guests will receive a professional colour assessment from a Colour Analyst, who will recommend their perfect shade of matcha green. A barista will then prepare a specially developed Oatly matcha drink in the recommended shade, creating a playful, personalised, colour-matched pairing to complete the experience.
Images supplied by Blurred.Rob Godfrey, head of brand at Oatly, said: “The idea behind Monochrome by Oatly was to explore how an entire creative world could be inspired by a single colour: the distinctive green of our Matcha Latte carton. We wanted to create an immersive space that brings fashion, design and great-tasting matcha together in an unexpected way, somewhere between a shop, an art installation and a cafe.”
The Monochrome pop-up was produced and installed by Oatly’s brand experience production partner Positive Experience, an agency Oatly has worked alongside for several years on its UK-based experiential marketing projects.
Georgie Jadwat, senior creative producer at Positive Experience, said, “Our team was excited to take on the challenge of colour-drenching everything to deliver this immersive matcha experience. We’ve loved seeing the Oatly brand develop and evolve over the years and be a part of their expansion into these fashion and lifestyle spaces, of which Monochrome by Oatly is a brilliant example.”
The Monochrome by Oatly pop-up runs at Goodhood’s Shoreditch store (15 Hanbury Street, E1 6QR) from 3rd – 13th September, with the Colour Matching Matcha Bar experience available on 3rd and 10th September only.
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: