Oatly on the Rocks, Berlin
Last month we had the pleasure of attending Oatly on the Rocks, Berlin. Thanks to our client Erica Lowe, for the invitation and the opportunity to step inside such an inspiring brand world.
It was clear how intentionally the Oatly team had approached the experience. The venue selection, the beautifully restrained styling, the tactile details everything felt considered, contemporary and unmistakably Oatly. It set the tone for a day exploring not just product, but culture, creativity and the future of flavour itself.
The session opened with the reveal of the AW25 Look Book, framed within a narrative of brand evolution. What stood out was the clarity with which Oatly connected taste, behaviour and cultural shifts. Their Look Book isn’t just seasonal inspiration it’s an articulation of where food and beverage creativity is heading, shaped by the newly released Future of Taste Report.
We were especially energised by the keynote from Dr. Morgaine Gaye, whose perspective on The Future of Taste: Trends, Culture, Community & Innovation pushed beyond typical trend forecasting. The idea that the next chapter of taste can be distilled into a few sensory cues: puffy, fluffy, thick, creamy, smoky, foamed speaks to a broader movement towards comfort, tactility and emotional nourishment in F&B. These are the cues we’re already seeing shape consumer preference and experiential design, and it was powerful to hear this validated so clearly.
And, of course, there was sampling. The new carton of Oatly Matcha sat proudly in its dedicated “matcha fridge,” drawing a crowd throughout the night. A simple but effective way to connect product to experience.
The morning wrapped with a sharp, honest panel discussion on Next Gen Taste, how brands can stay culturally attuned, future-proof their flavour strategies and build meaningful communities around food moments. And, of course, a delicious vegan lunch (the crispy vegan prawn sushi roll deserves a special mention).
The evening took on an entirely different energy a shift from insight to immersion. In true Berlin techno style, the party unfolded in a space defined by minimalism: soft smoke, muted neons and a stripped-back aesthetic that let the sensory elements do the talking.
A standout touch was the conveyor belt installation, cycling through drinks from the AW Look Book under a sequence of experimental lighting. It became a moving gallery of taste a clever way to bring flavour innovation into a visual, almost theatrical format.
We found ourselves sitting back and watching the night evolve. The content team would appear, capturing the kind of weird, wonderful and distinctly Oatly moments that have since started appearing across their social channels. The most unexpected highlight? A tap dancer owning the dance floor an offbeat, joyful contrast to the industrial soundtrack.
It was a brilliant close to a day that blended cultural curiosity, brand world-building and genuine creativity all delivered with the playful irreverence Oatly is known for.
For anyone exploring where flavour, culture and creativity intersect, the report is well worth a read: Future of Taste Report
