Oatly: Paradise arches

Shoreditch Icon Reimagined: oatly x Malibu - The Collab No one Actually Asked For

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Paradise Arches was the Shoreditch pop-up bar–slash–performance space– slash–soft serve tasting room brought to you by Oatly. Open One Night Only for 16 Nights, from 12th July until 2nd August 2024.

Each of its 16 nights of existence offered a unique, one night only kind of experience – from DJs and live bands to hip hop brunches and pilates classes to speed dating nights and cabarets. 

  • A nightclub or bar scene with a white brick wall illuminated by blue lighting. In the center, there is a logo with a palm tree silhouette and the text 'Malibu' and 'ATO LY'. Surrounding the scene are tropical plants, and part of a red bench or seat is visible at the bottom.
  • A lively outdoor patio with pink railings, a striped orange and white awning, wooden pillars, and seating with striped cushions, a disco ball hanging from the ceiling, and greenery.
  • People dancing at the Paradise Arches nightclub with colorful lighting and a curved brick ceiling.
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  • A woman smiling while holding a vanilla ice cream cone in front of a truck with a pineapple design and the words "Malibu At-LY!" and "Poblade Arcos" in front of the Tower Bridge in London.

    GUERILLA MARKETING

    A survey commissioned by Malibu and Oatly found that over half of adults yearn for more time away from everyday stresses. This insight inspired the creation of Paradise Arches, an exclusive clubhouse opening in London's Shoreditch district. Talk about the way to get people talking about your brand!

  • Man in orange patterned shirt holding a tropical-themed milkshake with a paper umbrella, pineapple, and whipped cream beside a leafy green background.

    WHO CAN SAY NO TO SOFT SERVES?

    Malibu and Oatly have joined forces to capture the essence of summer with the Piña Oatlada. Combining Malibu's iconic rum flavor with Oatly's creamy oat milk, this innovative dessert delivers the tropical taste of a classic cocktail in a refreshing, plant-based twist.

  • A woman with gray hair, wearing a black jacket, blue boots, and carrying a bag, is walking past a large wall covered with colorful posters advertising a Malibu event. The posters feature images of a man with dark hair and glasses, holding ice cream, and text promoting the event, including phrases like "LICK RESPONDS LILY!" and "PARADISE ARCHES POP-UP BAR."

    BRANDING, BRANDING, BRANDING

    Paradise Arches was a masterclass in venue transformation. With careful planning, every corner of the space was infused with the brands' essence, resulting in an immersive experience that captivated guests and generated significant social media engagement.

  • People dancing under colorful neon and purple lighting in a nightclub with exposed brick walls and a large projection that reads 'PARADISE ARCHES'.

    ENGAGEMENT & IMMERSIVE EXPERIENCES

    Interactive experiences were a key ingredient in the brand's successful event. By offering dedicated areas for weightlifting, coffee breaks, t-shirt printing, and piercings, the event fostered engagement and self-expression, leaving a lasting impression on attendees.

  • Collage of colorful posters advertising events at Paradise Arches, including hip hop brunch, a vegan Caribbean supper club, a story-telling festival, drag bingo, a masqued dance, and various performances with images of people at parties and festivals.

    PROGRAMMING

    Great in building anticipation and excitement around the event. They made Shoreditch know they mean business.

  • A soft serve pineapple-flavored ice cream in a cone, decorated with slices of pineapple and green leaves, with black bold text that says 'LICK RESPONSIBLY,' along with a small umbrella with a tropical design and additional text about a Malibu x Oatly pineapple oat lava soft serve.

    ALL AROUND EXPERIENCE

    Oner Active's event strategy showed throughout, from set build, events organisation, PR & marketing. Their approach brought current fans of the brand together and created some new connections.

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OUR CLIENTS

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  • Logo with the words "TOCHOY ALCOHOL CHANGEU" arranged in vertical black and orange rectangles.

Contact us.

info@83rivingtonstreet.com
07896718880 / 07367477074

83 Rivington Street
London, EC2A 3AY