OATLY MATCHA MONOCHROME

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The Brief in Brief

To celebrate Oatly's Matcha Oat Drink, we were tasked with transforming a space inside Goodhood, Shoreditch into Matcha Monochrome, an immersive, single-colour world designed to put the new product firmly centre stage. Running from 3–13 September, the space needed to make an impact from the street, draw people inside and create a playful setting where visitors could discover and sample Oatly's take on matcha.

What We Did

We took the monochrome idea and ran with it, designing every surface, display and detail around a single shade of Oatly green. Matte walls, ceiling and flooring were contrasted with high-shine bespoke shelving and product displays, while the windows became part of the experience, drawing the green world out onto the streets of Shoreditch. Inside, we created a fully functioning sampling bar on a conveyor belt serving Pandan Matcha and Pear & Jasmine Matcha, alongside curated green products and objects that blurred the line between café, installation and retail space. Behind the scenes, we developed the technical drawings, coordinated fabrication and materials, and managed production, installation and derig.

Why It Worked

Matcha Monochrome turned a product launch into a world people could physically step inside. The commitment to one colour made the space instantly recognisable from the street and gave Oatly's new Matcha Oat Drink a bold visual identity, while free drinks gave people a genuine reason to come in, explore and stay. The result was an immersive brand experience that felt unmistakably Oatly: playful, unexpected and impossible to walk past.