Oatly Turns Heads at Expo West with a Bold, Branded “Ice Shack”

Challenge

Oatly returned to Expo West 2025 with a refreshed mission: spotlight its Barista Edition lineup in a compact 20x20 space—complicated by a fire-safety column smack in the middle of the booth. The ask? Make the space feel immersive, maintain an all-black-and-white theme, and stay nimble as their creative direction evolved in real time.

Solution

STAR partnered closely with Oatly’s creative team to bring their “ice shack” concept to life—complete with sculpted icicles, galvanized steel finishes, and a massive creamer carton pouring into a custom countertop. Every detail was designed with playfulness, sustainability, and sampling flow in mind. Even the fire-safety column got a clever visual role in the layout.

Image of Oatly's 20x20 booth at Expo West Natural Foods Expo 2025 featuring a giant sign on a metal background that says "what's cooler than cool?" and a barista bar serving Oatly iced coffee drinks.

Result

Oatly’s booth delivered on all fronts: high traffic, sustained buzz, and endless oat-based drinks served with style. From sustainable re-skins to the energetic barista team, the booth became a standout moment for attendees and a showcase of how strategic design can fuel both brand storytelling and operational ease.

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STAR always exceeds our expectations. We brief them on our goals, and they consistently deliver bold, on-brand experiences that come in under budget and capture attention on a crowded show floor.

Erin Taylor, Experiential Manager, Oatly