Oatly Opens Monochrome Pop-Up in London's Shoreditch

Oatly has opened a ten-day retail takeover named Monochrome by Oatly at the Goodhood concept store in London's Shoreditch. The activation, running from 3 to 13 September, immerses the Hanbury Street space in shades of green taken directly from the brand's Matcha Latte carton.

Inside, a rotating conveyor belt displays a limited-edition Oatly x Goodhood product range. The collection includes ceramics like matcha mugs, incense holders, and trinket trays made with ceramicist Liam Owen, alongside tote bags, keychains, and soap. Free matcha drinks are served from 11am on Thursdays to Saturdays and from midday Sunday to Wednesday.

Colour-Matching Matcha Bar

On 3 and 10 September, the company is operating what it calls London's first Colour Matching Matcha Bar within the store's café, Commune at Goodhood. Visitors receive a colour assessment from an analyst who identifies a personal shade of matcha green; a barista then prepares a drink to match that tone. Access is first-come, first-served between 11am and 5pm.

Rob Godfrey, Head of Brand at Oatly, explained the concept. "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," he said.

Matcha as a Growing Category

The drinks served at the pop-up are Pear & Jasmine Matcha and Pandan Matcha. These flavours align with trends Oatly identified in its own Future of Taste report, which surveyed over 200 baristas across 23 countries. That report pointed to ingredients like pandan expanding beyond speciality menus.

The retail activation is built around Oatly's Matcha Latte Oat Drink, which launched in UK grocery in July 2025. The line was extended in March 2026 with a Strawberry Matcha Latte variant in Sainsbury’s and Ocado.

A Fashion and Lifestyle Expansion

This marks Oatly's second fashion tie-up this year. Goodhood, founded in 2007, relocated to its current Hanbury Street location in June 2024 with a design intended for pop-ups and brand takeovers. The build for Monochrome was handled by Positive Experience, a long-time collaborator on Oatly's UK experiential projects.

Senior Creative Producer Georgie Jadwat from Positive Experience noted the team's excitement about the colour-drenched design. The pop-up represents a continued expansion for Oatly into fashion and lifestyle spaces beyond its core food and drink offerings.