MELBOURNE, AUSTRALIA – In a bold collision of caffeine and culture, MILKLAB launched Coffee Shop Sets, an early-morning live gig series that turned Melbourne’s Project 281 Coffee Roasters into a sunrise stage. Headlining the inaugural set? None other than singer songwriter Tones And I.
With young Australians ditching hangovers for high vibes and oat lattes, MILKLAB is tapping into a rising wave of “sober curious” culture. Mornings are now prime time, and coffee isn’t just a pick me up but a time for traditionally night time ventures too.
“Our mornings are sacred – it’s when we feel most alive, most creative, and most connected,” said Natalie Latimore, Marketing Manager at MILKLAB. “We wanted to create a cultural moment that celebrated this shift. Young people aren’t looking for hangovers anymore – they’re looking for experiences that make them feel good, and coffee – with MILKLAB – is at the heart of that.”
MILKLAB and Tones And I are kicking off Coffee Shop Sets – a brand-new live gig series blending café culture with music where Tones And I takes the spotlight as the first artist to perform in this one-of-a-kind experience. The event featured a 30-minute performance from Tones And I, free coffees and limited-edition MILKLAB x Tones And I merch, turning a simple morning into a festival of caffeine, creativity, and community.
72andSunny’s CCO Wez Hawes said: “Everything we do at 72andSunny has cultural understanding and impact at its core. The MILKLAB Coffee Shop Sets is no exception. The rise of coffee shop raves and pop-up events happening in the early hours was the inspiration to appeal to the ‘sober curious’ and creating this on-going event-based platform.”
For those who missed out, highlights from the sunrise session are now live on MILKLAB’s social channels.
CREDITS
Client: MILKLAB
General Marketing Manager: Serge Costi
Marketing Manager: Natalie Latimore
Agency: 72andSunny
CCO: Wez Hawes
Creative: Jessica Beal
Creative: Hannah Lawson
Design Director: Shelley Mitchell
Brand Director: Chloe Geggus
Producer: Ruby McDonough
Talent: Tones And I
Management: Lemon Tree Music
Production House: Poppet
Executive Producer: Nat Taylor
Producer: Darren McFarlane
Production Assistant: Anna King
Director: Byron Martin
Photographer: Giulia Giannini McGauran
Casting: Toni Higginbotham
Editor: Pat Frischknect
Grade: Julien Chichignoud
Audio: Otis Studios
Sound Engineer: William Thackray
Executive Producer: Camille Yaptinchay
Retouching: Electric Art
Location: Project 281 Coffee Roasters
Media: SPEED
PR: Blue Planet PR
