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Oatly’s experiential activation including the Fountain of Youth

Oatly’s pop-up event, “Designed for Humans,” made its debut appearance in Italy for the first-time during Milan Design Week. The experiential pop-up was situated at Via Confalonieri 11 from April 15 to April 21, 2024.

Oatly is renowned for its oat-centric offerings. The team has developed key technical innovations that allowed them to expand the scope of their non-dairy lineup, creating substitutes for milk, ice cream, yogurt, cooking creams, spreads, and on-the-go beverages.

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Designed for Humans debuted an installation where guests were welcomed to enjoy oat-infused coffees. Created by Joris Verstrepen, the venue presents a rendition of a courtyard, featuring a Fountain of Youth as its focal point, softly flowing milk, street furniture and fixtures, and a coffee counter.

Traditionally, milk has been portrayed in advertisements as a basic necessity, a staple ingredient in everyday life. But at “Designed for Humans,” milk was elevated to a whole new level, it became a symbol of rejuvenation and artistic expression. By reimagining milk in this way, Oatly challenged conventional perceptions and sparked creativity within their brand. This milk edition of the Fountain of Youth invited guests to be more involved in the activation as well as create that appeal to draw people in.

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Crafted specifically for the Isola Design Festival as part of Milan Design Week, the event was organised by Isola, a platform devoted to both physical and digital design. For the first time, the festival ventured beyond its traditional venue, exploring different locations across the city to reach untapped markets.

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Images: Chiara Quadri

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