2023 Author: Cody Thornton | [email protected]. Last modified: 2023-05-24 11:20
In an attempt to remain relevant, the American site Qz comments sarcastically, underlining how Coca Cola's rival brand has become marginal over the years, Pepsi is about to open its first restaurant in a 5,000 square meter space in New York's Chelsea neighborhood.
Due to a greater awareness of the health risks associated with the consumption of carbonated drinks by consumers, the increase in sales of the American multinational in the last decade has been insignificant.
According to marketing experts, the experience of a restaurant represents for Pepsi an attempt to restart the dialogue with consumers on a new basis.
Kola House, this is the code name of the restaurant, designed by the Italian Mauro Porcini, 39, creative and designer of the American company (already engaged to Barbara D'Urso), will be a restaurant but also a bar, a space for organizing events, create sociability and test new products.
All without the hassle of the intrusive brand presence, in line with the latest trends in brand policies.
The restaurant is located in the same building as the famous Milk Studios, a symbol of New York entertainment, where uninterrupted events follow one another, from fashion shows to concerts, to the main photographic exhibitions of the city.
Despite the work in progress, which is still backward, it already seems certain that Chelsea's will not be the only New York Kola House. In fact, the project includes other branded premises in different points of the Big Apple.