Pepsi to open branded events space in NYC's Meatpacking District

The space will feature a music venue, as well as a bar, restaurant and lounge
The space will feature a music venue, as well as a bar, restaurant and lounge

Soft drinks brand Pepsi has announced experiential plans for a series of hospitality and events spaces, with the first flagship to open in New York City's Meatpacking District this spring.

Kola House will comprise a bar, restaurant, lounge and event space. The brand has collaborated with hospitality group The Metric to launch the project, with Kravitz Design creating the interior space.

Cocktail 'curator' Alex Ott will develop the house's drinks menu, taking inspiration from the kola nut. A menu created by an unnamed, but upcoming, executive chef will also pay homage to the caffeine-containing fruit.

The event space aims to draw in influencers from the worlds of music, art, style, film and sports. A music series entitled Live at the Kola House will capitalise on Pepsi’s partnership with Live Nation and feature intimate, stripped-down performances.

Kola House will also be replicated around the US at key pop culture events. The pop-up experience will launch this weekend at the Super Bowl in San Francisco, where Pepsi and DirecTV will host an exclusive VIP space.

Kola House will also include a modular series at key events in pop culture that will replicate the experience of the flagship location, with local themes and ties woven into the food, beverage and designs. The first of the modular locations will open as an exclusive VIP space in San Francisco during Super Bowl 50, at Pier 70 – a collaboration between Pepsi and DIRECTV announced last month.

Seth Kaufman, chief marketing officer at PepsiCo North America Beverages, said: "We wanted to create a modern hub for consumers to share social and immersive experiences that were anchored in the exploration of our cola's artisanal craft and flavour. The Kola House represents a new space for us to support our consumer-first approach to drive authenticity and innovation around our beverage offerings and ideals."

More from Pepsi: In pictures: Pepsi Max delivers Café '80s experience for Future Day

Pepsi Max offers rides in the DeLorean through Uber partnership

Brand Slam: Coca-Cola vs. Pepsi Max

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