To celebrate the rich history of Pepsi and its 125th anniversary, we designed the Pepsi 125 Diner, an immersive experience in the heart of NYC. Operating for a limited run in October 2023, the exclusive pop-up brought to life the unapologetic enjoyment our cola is known for and showcased our new Pepsi logo and visual identity system.

Borrowing from the 125-year history of Pepsi, our team embraced a look and feel for the diner that was unapologetically current and undeniably Pepsi. We reimagined the logo as neon signage from a nostalgic diner and developed iconography and assets for every touchpoint, including environmental graphics, napkins, placemats, merchandise, and more. We incorporated materials like quilted steel, laminated countertops, and chrome finishes to enhance the authentic diner feel.

For the Pepsi 125 Diner journey, we led our guests through a tastefully curated experience. The vibrant neon sign and brand beacon drew people into a window display showcasing some of our soda brand’s most iconic cultural moments and innovations. Once inside, guests could take on the Pepsi Challenge and venture through a transformative tunnel, iconic Pepsi sets, and a museum.

The journey continued in the dining room, where guests enjoyed a three-course meal complete with entertainment. Trivia games allowed people to showcase their Pepsi fandom and win prizes. As an added touch, guests could scan a QR code to order exclusive Pepsi merchandise featuring the new visual identity system with retro illustrations and bold patterns to be delivered straight to their tables.

The Pepsi 125 Diner pop-up was a massive success, with initial tickets selling out in less than an hour and a waitlist over 18,000 long. With 3.5B+ earned media impressions and 450+ media placements on outlets, including Late Night with Seth Meyers, AdAge, and many more, the Pepsi 125 Diner was met with an impressive 100% positive sentiment.

With its unique balance of retro charm and future-forward excitement, the Pepsi 125 Diner served up an irresistible mix of past, present and future.

Category:EnvironmentsYear:2024Designers:Emily Ford, PepsiCo Design & Innovation, PepsiCo., New York, New York, USAManufacturer:PepsiCo., New York, New York, USA