GOAT MUG – a coffee mug designed in a shape of a goat’s horn, launched earlier this year with a successful Kickstarter campaign, made its first live appearance at the Designjunction exhibition in London this September.

Designjunction is a modern and cultural design exhibition, held on yearly bases as a part of the London Design Week. It holds innovative designer exhibitions on unusual industrial premises. This year it hosted more than 200 designers and exhibitors from all over the world.

The VICTORIA HOUSE venue hosted G OAT STORY team and their POP UP SHOP designed exclusively for this occasion. The space was designed to give visitors a feeling of entering into the world of coffee. The classy copper tubes with metal mesh presented a rough framework of the room, which was then warmed down with stained wood shelving and covered in smell of freshly grinded coffee.

The ‘coffee lab’ feel was created with the precisely designed D rip coffee making system that offered visitors a look into a preparation of carefully selected Ethiopian coffee.

Visitors were encouraged to enter the space and experience the feeling of GOAT STORY brand. It was all about expressing the brand's love for innovative design, smart solutions and an eye for details. The star of the show was definitely the horn shaped GOAT Mug which embodies all what brand believes in and strives towards.

GOAT Mug is a coffee mug in a shape of a goat’s horn. Its shape was inspired after the team learned about the legend that the enchanting power of the coffee bean was first discovered by a 9th century Ethiopian goatherd who noticed his goats going a little bonkers after gorging on the berries of a coffee plant.

Designed for people on the go, each GOAT Mug comes with a set of straps, short and long, which enables one to easily carry their coffee while walking to work, taking the subway or even biking around the city.

However one of the most exciting features of the GOAT Mug is its holder, which serves as an insulator, but can easily turn into a mug’s stand for any flat surface.

“GOAT STORY is about coffee’s discovery, which after all presented the inspiration for the creation of the whole project and the design of such a unique product. People from all corners of the world are enthusiastic about the product and many are already happily using it. Now, the time has come to present it to the broader public and London is definitely the right place for it.” – Anže Miklavec, the creator of GOAT STORY.