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Oatly taps into Amsterdam cycling culture for latest drinks pop-up

Oatly Bike Thru. Photography by Bob Jeusette, The Netherlands

Amsterdam – Oatly is reimagining the drive-thru format around cyclists rather than cars with a pop-up it describes as ‘the world’s first Bike Thru café’.

Running until 7 June 2026 at Papaverhoek 24, the pop-up has a dedicated lane for cyclists who can collect an Oatly drink and continue their journey without dismounting.

Developed around Amsterdam’s cycling culture, the concept reflects how brands are increasingly adapting physical experiences to fit urban mobility habits.

For Oatly, the activation signals a broader shift towards infrastructure-aware brand experiences that integrate seamlessly into people’s existing routines, and city-specific behaviours.

In our Liquid Intentions macrotrend, we highlighted how drinks are being delivered in innovative formats to seamlessly fit into contemporary, on-the-go lifestyles. The report also analysed the rise of quick-service restaurants (QSRs) which are courting customers by serving hyper-specific signature drinks.

Strategic opportunity

Consider how your customers physically navigate cities, workplaces and leisure spaces, then embed services, retail and experiences directly into those mobility flows

Rewe opens Berlin’s first rooftop farm supermarket

Germany – Rewe has opened its first Green Farming supermarket, combining grocery retail with urban agriculture in what the retailer says is Germany’s largest rooftop farm.

The modular timber-built store in Berlin features a glass rooftop farm, which is operated by ECF Farmsystems. From summer 2026, hydroponically grown lettuce varieties including romaine, lollo rosso and easy leaf salad will be harvested just metres above shoppers’ heads before being packaged in-store for sale and distribution across the capital region.

‘With Rewe Green Farming, we are advancing our Green Building strategy and combining circular construction with urban food cultivation,’ says Peter Maly, a board member of REWE Group. The supermarket uses waste heat, a heat pump and harvested rainwater to support crop production.

Rewe says the rooftop farm could produce up to 900,000 salad mixes annually while supplying around 500 supermarkets in the Berlin region. The retailer plans to roll out further timber-built supermarkets with adaptable rooftop use across Germany.

Read our Food Retail Futures report to explore how the future of grocery retail will be values-led, experience-rich and tech-enabled.

REWE, Germany

Strategic opportunity

Retailers can future-proof operations through regenerative, circular spaces that integrate local production, adaptable architecture and hyperlocal supply chains to reduce emissions and strengthen resilience

Stat: Why second-screen shopping is turning passive viewers into active consumers

Photography by Karola G, Global

UK – New research from programmatic media partner MiQ shows that 76% of people in the UK now use another internet-connected device while watching tv or streaming video – rising to 92% among 18-44-year-olds – while 87% switch between different digital activities within an hour.

These findings signal that the living room is no longer a passive viewing environment. Almost half (47%) of second-screeners are already in a shopping mindset while they watch, either browsing, comparing prices or buying. Two-thirds say they discover brands through video content even when not actively shopping – a figure that climbs to 94% among 18–24s.

The implications extend beyond advertising. Creatives and broadcasters are adapting to the distracted viewer by developing scripts that rely on repetition and reiteration to sustain narrative comprehension across fragmented attention. But where distraction was once a challenge, commerce is moving to meet it. The acceleration of shoppertainment, where entertainment becomes the point of sale, means the path from discovery to purchase is collapsing into a single screen session.

For more on how boundaries are blurring between entertainment, discovery and purchase, look out for The Future Laboratory’s Future of Discovery report launching in July.

Strategic opportunity

Streaming platforms, retailers and tech companies should consider content-commerce integrations – from shoppable pause ads and scan-to-buy technology to AI-assisted product discovery – that convert passive viewing into a direct path to purchase