Oatly Brings Matcha Magic to Berlin With Its Monochrome Green Experience

Open from August 25 to 29, the pop up at THE SPACE KUDAMM served Jasmine Matcha, Earl Grey Matcha and Lemongrass Matcha soda while offering a range of green objects for visitors to buy. The result was a playful brand world designed to make matcha feel less like a product launch and more like a cultural moment.

A World in One Colour Monochrome by Oatly began with a simple idea: go green and do not stop. Every part of the Berlin space was washed in the same colour, from the walls and furniture to the products, props and full-size car.

The brand’s choice to commit so completely to one visual idea created a strong contrast with more typical food and beverage pop-ups. Instead of using a standard café setup or a temporary sampling counter, Oatly built a setting that felt intentionally exaggerated, humorous and highly shareable.

Visitors could browse green socks, green toothbrushes and green churro-shaped candlestick holders alongside the drinks menu. The unusual product mix gave the activation an element of surprise, encouraging people to look around, take photographs and explore beyond the tasting experience…