Club latte concept for urban arrow

(event)

CLUB LATTE CONCEPT FORURBAN ARROW

Marnix and Ally led the full creative concept, PR and event execution for the launch of the Urban Arrow FamilyNext Pro in its new Latte shade — from idea to reality.

INTRODUCING CLUB LATTE

We created Club Latte at Oktober Café: a bakery-rave inspired, kid- and mom-proof experience where influential parents could discover the bike through test rides, coffee runs and fresh pastries, all wrapped in full Urban Arrow branding with a signature M+A touch. Instead of a classic product presentation, we designed an experience where the Urban Arrow FamilyNext Pro naturally became part of everyday family moments. By letting guests experience the bike firsthand, we created a launch that felt authentic, engaging and true to the way the product is actually used.

DESIGNING FOR REAL FAMILY MOMENTS

Rather than putting the Urban Arrow FamilyNext Pro on a stage, we put it in motion. Guests discovered the bike the way it was meant to be experienced: through coffee runs, test rides, family moments and spontaneous conversations. No scripted product demo, no lengthy presentation, just a carefully designed setting where the product naturally became part of the day. That shift changed everything. People didn’t just learn about the bike, they experienced exactly how it fits into their lives.

HOW WE MADE IT HAPPEN

Turning a product launch into an experience people genuinely want to be part of? That's exactly where we come in. From concept to execution, we managed every detail of Club Latte, creating a seamless experience for guests and a memorable launch for Urban Arrow. Here's how we made it happen: CONCEPT & CREATIVE DIRECTIONDeveloping Club Latte, a bakery-rave inspired concept that moved away from the traditional product launch and brought the Urban Arrow FamilyNext Pro into everyday family moments. LOCATION & EXPERIENCE DESIGNTransforming the location into a warm, fully branded setting that felt natural for both parents and kids to discover the bikes.INFLUENCER OUTREACH & GUEST CURATIONInviting a carefully selected group of influential parents who genuinely connect with the Urban Arrow audience and lifestyle. CONTENT-FIRST PRODUCTIONDesigning every touchpoint with social storytelling in mind, from coffee runs and pastries to test rides and candid family moments.EVENT PRODUCTION & EXECUTIONManaging the full event flow, ensuring every touchpoint worked together effortlessly. PRODUCT INTEGRATIONIntegrating the Urban Arrow FamilyNext Pro into every part of the experience, allowing guests to discover the bike through real interaction rather than a traditional presentation.

NOT YOUR TYPICAL PRODUCT LAUNCH

This wasn't a traditional brand event built around a presentation. It was an experience built around connection. By bringing together influential parents in a relaxed, family-friendly environment, we created space for genuine conversations, real product discovery and authentic content creation. The Urban Arrow FamilyNext Pro remained at the focus of the event, but was discovered through experience rather than explanation, making every interaction feel natural and relevant. Guests connected with the product, with each other and with the brand.