Oat drink maker Oatly has launched Monochrome by Oatly, described as “a ten-day immersive matcha-themed pop-up, in partnership with Goodhood.”
Opening just in time for Fashion Week, running to 13 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.
Every element of the pop-up space is transformed with vibrant shades of green, 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.
Colour matching
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.
Rob Godfrey, head of brand at Oatly, said: “The idea 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 by Oatly pop-up runs at Goodhood’s Shoreditch store (15 Hanbury Street, London) from 3-13 September, with the Colour Matching Matcha Bar experience available on 3 and 10 September.
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