From 24 May to 10 June, in the Cordusio area of ​​Milan, the Pepsi temporary restaurant celebrates the new visual identity of the brand

Friday 24 May in Milan, in via Tommaso Grossi 8 - Cordusio area - inaugurates the new Pepsi Diner, a temporary restaurant in an experience format that tells the whole pop soul of the brand.

Born to celebrate the new visual identity, and therefore a new logo, the Pepsi Diner in Milan will remain open for approximately three weeks anduntil June 10, 2024welcoming customers with some of the most iconic elements of the brand, mixed with new aesthetic ingredients that outline a look & feel refreshed and current.

Pepsi Diner: US style interiors and typically pop mood

Inspired by the timeless American diners and the role they played as the setting for some of Pepsi's most iconic moments, such as in the GCDSxPepsi campaign on the occasion of the launch of Pepsi Zero in Italy, the Pepsi Diner in Milan will bring back to life the entertainment and fun the brand is known for.

To welcome, an impactful sign and window decals, followed by the interiors of the venue designed with plays of light and colour typical of American neon combined with an iconic and identifying feature strong> white and electric blue checkered floor.

The entrance will present a video store, a reinterpretation of the classic hall of fame, for a dive into the past through vintage logos and graphics. A tunnel - symbol of the beginning of the new era - will lead to the actual diner, made up of a dining area, made special by the presence of two thematic booths music and sports, and an arcade area, where you can have fun together.

Every corner is designed to involve fans, with photo opportunities that encourage them to immortalize and share the moment.

«In its over 125 years of history, Pepsi® has become a love brand all over the world: not only for its relevance in the beverage industry, but also and above all for the centrality it has assumed in pop culture in general» declared Marcello Pincelli - General Director and CEO of PepsiCo Italy.

«We are thrilled to present the new visual identity and very happy to be able to celebrate the beginning of a new era for Pepsi together with our fans. We wanted to create something original that would explode our coolest soul while maintaining a connection with our origins: you can experience all this inside the PEPSI DINER through a one-of-a-kind immersive experience."

To enliven the various evenings there will be a rich schedule born from the synergy between Pepsi and some exceptional partners, in which music and entertainment, which have always been key values ​​for the American brand, will be the common thread.

Among the partners involved, two editorial projects: ESSE Magazine, an all-round content creator committed to guiding listeners through the numerous musical releases, with particular attention aimed at ennobling the conversation about rap, and which for over 10 years, also as a creative agency, it offers a unique space for in-depth analysis of art, design, photography, and more generally, urban and pop culture in Italy. Other protagonists of the schedule will be Trashick, a historic group of DJs on the Milanese scene who will involve the public with the "Sere Nere" karaoke format together with Disco Piano Bar, and the famous interactive quizzes of Dr. Why.

A preview of the Pepsi Diner will be given by Alessandro Cattelan, who will also be the presenter of an evening with the public as protagonists.

Pepsi Diner in Milan: tickets, useful information and opening times

Located in via Tommaso Grossi 8 - MM Cordusio, the Pepsi Diner will be open in the evening, from 24 May to 10 June, and accessible upon ticket purchase, costing €20, on , except for the evening of June 6th.

The ticket includes access to the diner, a choice of menu (also including a vegetarian option) with an American flavour, unlimited Pepsi®, a beer or cocktail and a special gift.

With the exception of 3 and 6 June, it will be possible to access it for free between 5.30pm and 6.30pm to discover the space, enjoy a Pepsi® and obtain an experience gadget.