Oatly's Milan Design Week Pop-Up Was "Designed for Humans"
Laura McQuarrie — April 30, 2024 — Marketing
At Milan Design Week, Oatly opened the doors to a pop-up installation in the form of an all-blue courtyard complete with an Oatly kiosk and an oat milk fountain emphasizing products "designed for humans." The phrasing cleverly plays off the brand's slogan, "It's like milk, but made for humans," and aligns with Oatly's strategy of spinning critique into conversation starters that challenge conventional thinking—which is apparent on the F*ck Oatly website, which the brand created to document its most high-profile controversies over the years.
“We created a venue called Designed for Humans featuring ‘The Fountain of Youth’ but of course, those names are purely coincidental and have nothing to do with oat drink," the brand shared on social media. For the design event, Oatly offered guided tours and served oat lattes.
“We created a venue called Designed for Humans featuring ‘The Fountain of Youth’ but of course, those names are purely coincidental and have nothing to do with oat drink," the brand shared on social media. For the design event, Oatly offered guided tours and served oat lattes.
Trend Themes
1. Human-centric Design - The Oatly pop-up installation showcased a commitment to human-centric design through its all-blue courtyard and oat milk fountain.
2. Conversation-starting Marketing - Oatly's strategy of spinning critique into conversation starters at Milan Design Week challenges conventional thinking and elevates brand awareness.
3. Controversy Documentation Platforms - The creation of the F*ck Oatly website serves as a platform for documenting high-profile controversies and engaging with customers in a transparent manner.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore human-centric design principles to enhance customer experiences and foster brand loyalty.
2. Marketing and Advertising - Marketing and advertising professionals can draw inspiration from Oatly's approach of using controversy as a tool for sparking meaningful conversations with consumers.
3. Technology and E-commerce - Technology and e-commerce sectors could benefit from developing platforms similar to F*ck Oatly to address controversies openly and build trust with online communities.
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