LOOK BOOK POP UP

The Brief in Brief

Oatly wanted to launch their AW25 Lookbook in a way that felt less like a media drop and more like a real world experience. The goal was to make oat-based drinks the warm, cosy go-to for the colder months.

What We Did

We transformed London’s legendary Phonica Records into a one-night-only Oatly takeover. The space was rebranded as the “Oatly On The Rocks” bar, complete with a backlit counter, glowing signage, and an unmissable 6ft ice block installation encasing the new Matcha Latte carton.The drinks menu was curated to showcase Oatly’s versatility including hot Ginger Chai, Mulled Cranberry, and the hero Matcha Latte. We also created “DIY” drink moment cues pulled straight from the Lookbook, blending print inspiration with real-time taste testing.

Why It Worked

By situating the Lookbook launch inside one of London’s most iconic indie record stores, we amplified brand credibility and cultural relevance. The ice block photo moment buzzed on socials, and the curated menu continued to prove that oatly isn’t just for putting in your coffee!