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Oatly’s Milan Pop-Up: Designed for Humans

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At Milan Design Week, Oatly, known for its oat-based products, unveiled a remarkable pop-up installation that captivated visitors. The experiential cafe, aptly named “Designed for Humans,” was a collaboration with a multidisciplinary design studio, curated by Joris Verstrepen. This creative partnership transformed a space into a serene courtyard, offering a unique and immersive experience.

The pop-up, located at Via Confalonieri 11, was part of the Isola Design Festival, showcasing Oatly’s commitment to creativity and sustainability. The sky blue aesthetic, coupled with potted plants, steel benches, and candelabra lamp posts, created a tranquil atmosphere. The highlight of the installation was the “Fountain of Youth,” a milk fountain that gently cascaded milk through its tiers, adding a whimsical touch to the setting.

Visitors were invited to enjoy a coffee with oats while exploring the space. The outdoor kiosk-style counter served up Oatly’s signature oat-based products, allowing guests to fully immerse themselves in the brand’s ethos. The pop-up not only offered a unique experience but also highlighted Oatly’s innovative approach to sustainability.


For over 30 years, Oatly has been dedicated to developing expertise around oats, using them as a global power crop with inherent sustainability and health benefits. The brand has expanded its dairy-free portfolio to include milk alternatives, ice cream, yogurt, cooking creams, spreads, and on-the-go drinks. Headquartered in Malmö, Sweden, Oatly is now available in more than 20 countries worldwide.


The Designed for Humans pop-up was a testament to Oatly’s commitment to creativity and sustainability. By partnering with a multidisciplinary design studio, the brand was able to create a unique and engaging experience that resonated with visitors. As Milan Design Week continues to inspire and innovate, Oatly’s pop-up stands out as a shining example of creative design in action.

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