ABOUT

In 2024, we reimagined the iconic Pepsi Diner experience, taking it from the streets of New York to the heart of Milan. The exclusive pop-up showcased the unapologetic enjoyment our cola is known for, featuring our new Pepsi logo and visual identity system. As the diner’s first activation outside the U.S., our team in Europe embedded the brand deeply within Italian pop culture.

The vision for the Pepsi Diner in Milan was to authentically connect with European audiences by weaving local culture into our brand story. We set out to transform the successful New York concept into a dynamic, evergreen showcase of Italian pop culture while highlighting our new visual identity. We curated programming with beloved Italian celebrities and incorporated local cues like soccer and music into the space to strike the right chord with guests.

Our team designed a space that fused retro Americana with contemporary Italian flair. Like the New York experience, we reimagined the Pepsi logo in nostalgic neon and developed custom iconography and assets for every touchpoint, from graphics to placemats, merchandise and more. Materials like quilted steel, laminated countertops, and chrome finishes enhanced the authentic diner feel.

We crafted a welcoming space that invited guests to begin at a faux Pepsi video store, filled with iconic campaigns and memorabilia. From there, guests passed through a transformative tunnel, bridging Pepsi’s rich past with its exciting future. Every design choice, anchored in bold blues and lively neon accents, reflected our commitment to creating memorable, culturally resonant experiences.

The Pepsi Diner in Milan was a resounding success, with sold-out nights, appearances from some of Milan’s biggest names, and electrifying programming. The diner drew enthusiastic crowds eager to participate in trivia, karaoke, and comedy. Blending classic Americana with Milan’s vibrant energy, the Pepsi Diner in Milan served up an unforgettable journey through time and taste.