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Pepsi Diner Milan 2024: A Fusion of Local Culture, Celebrity, and Bold New Branding in the Heart of Italy

In a bold move to connect with European audiences, PepsiCo Design and Innovation launched the Pepsi Diner Milan 2024, a dynamic pop-up experience that brought the spirit of the iconic New York diner to Italy's cultural capital. Opened in 2024, the Milan edition marked the first time the Pepsi Diner concept ventured outside the United States, transforming the classic American experience into a vibrant celebration of Italian pop culture. The project showcased Pepsi's new logo and visual identity, offering guests an immersive environment that blended the brand's unapologetic enjoyment with distinctly local flavor.

The Pepsi Diner Milan was meticulously curated to resonate with Italian sensibilities, featuring programming with beloved Italian celebrities and integrating elements of soccer and music-two cornerstones of Italian life-into the space. The design team worked closely with local influencers and cultural icons to ensure the diner authentically reflected the tastes and passions of its audience. This approach not only elevated the guest experience but also reinforced Pepsi's commitment to embedding itself within the fabric of the communities it serves.

This innovative activation did not go unnoticed. The Pepsi Diner Milan 2024 was honored with a Bronze A' Design Award in the Interior Space, Retail and Exhibition Design category for 2025. The award recognizes the diner's outstanding creativity, technical excellence, and its role in enhancing quality of life through experiential design. By seamlessly merging global brand values with local culture, PepsiCo Design and Innovation set a new standard for experiential marketing in Europe and beyond.

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