Oatly x Giggs
A one-day brand takeover of Ayers Bakery in Nunhead for ‘Custard’ by Giggs, in collaboration with Oatly. A playful, high-energy activation blending local culture, bold campaign visuals, and unexpected streetwear moments—all inside a South London bakery.
The Brief
Working with the creative studio at Margaret they asked me to come up with a style and design for the iconic Ayres Bakery in Nunhead for a one day brand activation take over for ‘Custard’ By Giggs in collaboration with Oatly.
The Approach
I developed a visual concept that felt both hyper-local and larger-than-life, transforming the bakery into a pop-cultural beacon for one day only. The exterior was plastered in a checkerboard of campaign posters—bold blues and custard yellows—immediately catching attention and setting the tone for what was inside.
Leaning into nostalgic British bakery aesthetics, I styled the interior with retro window curtains, oversized floor vinyls, and classic peg board and cork board signage. Coordinated props tied everything back to the merch, from stacked cartons of Oatly custard to branded displays inside the bakery counters.
The goal was to create a space that felt like a collision of community hangout and hype drop. Visual merchandising played a big role, turning functional surfaces into product showcases and making sure every detail—from the stickers to the air fresheners—was part of a single, immersive moment.
The local Peckham community embraced the chaos and queued up to meet Giggs himself and grab themselves a slice of cake and custard. Merch was given away including tees, stickers, caps, air freshners and Oatly vanilla custard! Over 700 people came through the doors in just 4 hours to witness the biggest streetwear drop a Swedish Oat Drink company has ever done.
More info on the collab can be found here.
Campaign photography – Rebecca Zephyr Thomas
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