Pepsi will hold an exclusive preview of the Kola House at Pier 70 (San Francisco , USA) during the Super Bowl.
The new experiential lounge and event space concept, the first hospitality foray of the snaks and beverage manufacturer, is launching its flagship in NYC’s Meatpacking District next spring.
Experiential marketing far beyond branded entertainment
“We wanted to create a modern hub for consumers to share social and immersive experiences that were anchored in the exploration of our cola’s artisanal craft and flavor,” explained Seth Kaufman, Chief Marketing Officer, PepsiCo North America Beverages when the project was unveiled last 29th January. “The Kola House represents a new space for us to support our consumer-first approach to drive authenticity and innovation around our beverage offerings and ideals.”
To launch the Flagship location, Pepsi has partnered with Lisle Richards and Eric Marx of well-known hospitality group The Metric (behind the Gilded Lily, The Wayfarer and more).
Alex Ott, behind the food and coktail experience
Resident cocktail curator Alex Ott. Ott’s unrivaled background in flavor chemistry and his superior knowledge of food and beverage pairings and global palates make him the ideal mastermind behind the development of Kola House’s cocktails and elixirs. A full artisanal menu from a rising resident executive chef will also offer specialty plates inspired by the kola nut.
Live Nation will curate the entertainment offer
The flagship location will also serve as a transformative event space for pop culture moments in music, art, style, film, sports and more. Pepsi is leveraging its broad partnership with Live Nation to help build out a special music series, Live at the Kola House, which will serve as tent pole moments throughout its year-long programming. Each of the intimate, stripped down performances will bring fans up-close to the artists both visually and acoustically for the once-in-a-lifetime shows.
“Through curating and producing the live music series for Pepsi, guests at Kola House will enjoy distinctive engagements by not-to-be-missed artists,” said Darin Wolf, Live Nation’s Executive Vice President, Media &
Sponsorship.
Design by Leny Kravitz
To achieve the aesthetic, PepsiCo Design, led by Mauro Porcini, leveraged the creativity of an internal team and partnered with interior design firm, Kravitz Design Inc. “Kravitz Design worked closely with the Pepsi team to create a space that brings the Kola House vision to life as a multifaceted culinary and culturally exciting experience.” said Lenny Kravitz, President of Kravitz Design Inc.
First modular location at Pier 70
Kola House will also include a modular series at key events in pop culture that will replicate the experience of the flagship location, with local themes and ties woven into the food, beverage and designs.
The first of the modular locations will open as an exclusive VIP space in San Francisco during Super Bowl 50, at Pier 70. The Super
Bowl modular location comes to life thanks to a collaboration between Pepsi and DIRECTV announced last month.
The centerpiece of Kola House at Pier 70 is a full service Kola Bar, where guests will discover the origins, functionality and true flavor of the kola nut.
The décor to be exhibited comes from a partnership between PepsiCo Design and interior design firm, Kravitz Design Inc.
Music will be curated by Swizz Beatz and a live art installation from two legendary local San Francisco artists, Jeremy Fish and Sam Flores, will be displayed at the party.
Pepsi will celebrate this first-of-its-kind space inviting media to enjoy specialty elixirs designed by Kola House resident cocktail creator and flavor chemist Alex Ott, along artisanal bites inspired by the Flagship menu.
The exclusive preview of Kola House is one of the several marketing and communication actions that PepsiCo will hold as official sponsor of the Superbowl 2016. The snakas and beverage manufacturer has announced as well its 50th Pepsi Super Bowl Advertisement, the “Joy of Dance” starring R&B singer and actress Janelle Monáe
The actions to be held by PepsiCo during the footaball competition include the Pepsi and DIRECTV celebrate three nights at Pier 70; The Pepsi Rookie of the Year Award; Pepsi Helmets at NFL Experience (in the Moscone Center) and The Pepsi Fan Deck at Levi’s Stadium.
Image over the headline.- © PepsiCo.
