Pepsi Co Design Opens Up Its "Mix It Up" Space at Milan Design Week

on .

From: Market Watch

Today, PepsiCo Design opens its "Mix It Up" space for a week filled with design collaborations and exhibitions by leading talent during Milan Design Week, the design industry's premiere international event.

#PepsiCoDesign collaborated with Nicola Formichetti, Stefano Giovannoni, Italia Independent and Lapo Elkann, Kravitz Design Inc., Fabio Novembre, Alex Ott, Design Group Italia, Karim Rashid, and Vogue Talents to showcase an interactive and engaging exhibit creating pop culture by blending design, fashion, music and culinary art in unique and unexpected ways.

"At #PepsiCoDesign we believe design is a universal language and defies all boundaries. With the ever-changing world, design today is a discipline playing a very important role to connect all of the different touch points of different brands and product solutions into one meaningful, relevant story and experience for consumers. Here at Milan Design Week with PepsiCo's #MixItUp showcase, we are activating the power and equity of PepsiCo and our brands through key partnerships with some of the world's famous designers bringing our designs, innovation and products to life in a new and unexpected ways," said Mauro Porcini, Senior Vice President and Chief Design Officer, PepsiCo.

Roberto Rios, Senior Vice President and Chief Marketing Officer, PepsiCo Foodservice said, "Milan Design week provides a unique opportunity for PepsiCo to showcase our product innovations on a global stage. Our partnership with #PepsiCoDesign enables us to co-create innovative solutions that meet the needs of consumers today and in the future; forge new partnerships with customers; and further strengthen PepsiCo's role as an invaluable partner in the Foodservice Industry."

The "Mix It Up" space, envisioned by Design Group Italia, showcases PepsiCo Design's recent innovations across its leading brand portfolio of snacks and beverages, from product packaging and branding to equipment and experiences. Highlights include:

The Kola Bar & Lounge, designed by Kravitz Design Inc.PepsiCo Design and Kravitz Design Inc. envisioned by Lenny Kravitz, have teamed up to create the Kola Bar & Lounge, a chill space that invites visitors to relax and network, with a sophisticated selection of details and touches all balanced together to celebrate the world of Kolas and mixology. Kravitz Design, Inc. specializes in commercial and residential design, product development and branding. Their team of professionals, alongside PepsiCo Design, has created spaces in Dubai and now Milan that speak to the eclectic minds of designers, innovators and everyday consumers.

The Kola Station, designed by Design Group ItaliaEver wonder about the taste and refreshment of a kola nut beyond cola? Meet Alex Ott, master alchemist, author and nutritionist. Behind the Kola Bar, he will unveil the magic behind the kola nut, creating beverages that will stimulate the senses and offer bursts of flavors sure to surprise taste buds.

The Kola Station, designed by Design Group Italia (DGI) and PepsiCo's Design Team, marries the duality of tradition and modernity, with copper tubing along the back wall that references artisan beer and whiskey production, along with glass cylinders filled with ingredients such as kola nuts, kola powder and spices.

Pepsi Spire 2.0 Experience Spaces, designed by Fabio Novembre and Stefano GiovannoniBe your own mixologist with the innovative Pepsi Spire™, designed internally by PepsiCo. The Pepsi Spire is the first digital fountain that lets consumers personalize their own refreshing beverage of choice with a variety of PepsiCo beverage brands. Choose your drink. Mix in flavor shots. Enjoy.

In Milan you will find two artistically-inspired atmospheres created by the world famous designers Fabio Novembre and Stefano Giovannoni. The Pepsi Spire 2.0 now features a reduced size and gives interior designers greater flexibility to transform the beverage counter from a simple service area into a strong design feature that also promotes and increases the visibility of PepsiCo beverage brands.

Creating their ideal beverage stations with the Pepsi Spire, Giovannoni and Novembre bring the consumer experience to a new level within the "Mix It Up" space as visitors explore new taste territories from the sleek, digital touch screen.

Pepsi Spire Food Truck, designed by Karim Rashid Karim Rashid is one of the most prolific designers of his generation, with more than 3,000 designs in production and more than 300 awards attesting to his design legend. To him functionality is essential, but at the same time he wants to move people. This design philosophy resonates in his creation of the first-ever Pepsi Spire Food Truck, partially reproduced and "parked" within the "Mix It Up" space uniquely delivering unexpected snacks and beverages from the PepsiCo product portfolio to visitors.

Fashion Showcases by Vogue Talents and Masha RevaFollowing a successful showcase at Vogue Fashion Dubai Experience 2014, Pepsi brings its global fashion collaboration collection with Vogue Italia to Milan. "The Pulse of New Talent" collection captures the essence of youthful excitement, energy and self-expression through the fresh lens of 14 distinct personalities culled from six countries representing an exciting, international world-view. An exclusive showcase by the Ukraine'sMasha Reva – winner of the contest presented in Dubai last October – displays her latest designs inspired by the streets of her home country.

Pepsi® + Italia Independent EyewearMarking an exciting partnership with influential fashion eyewear brand Italia Independent and Lapo Elkann, a Pepsi-inspired limited edition eyewear collection will be unveiled at the "Mix It Up" space. This creative exercise for Milan Design Week is the first public output of a broader collaboration between Italia Independent and PepsiCo Design.