Pepsi Diner Milan 2024 is a pop-up diner interior created as a temporary brand space in Milan. The design brings the New York diner concept to Europe, as the first activation of the diner outside the United States. The interior applies the new Pepsi logo and visual identity system. References to Italian pop culture, including soccer and music, are used within the space, and programming with Italian celebrities was curated for guests. The aim was to connect with European audiences by including local culture in the brand story.
Press Kit
- Unique Properties
- 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.
- Inspiration
- 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.
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