Untitled
Apr 17, 2002 12:00 PM
| FRCH Design Worldwide 311 Elm Street Suite 600 Cincinnati, OH 45202 (t) 513-362-3441 (f) 513-241-5015 www.frch.com |
Location:
Toys 'R' Us, Times Square New York, New York Size: 2,000 sq. ft. Category: New Restaurants Firm: FRCH Design Worldwide Developer/Owner: |
|
 Toys 'R' Us has
partnered with a number of international brands to create a series of
must-see attractions at their new complex on Times Square, one of which
is Pepsi World. Designers partnered with PepsiCo to create a
three-dimensional Pepsi brand experience within the complex where
"Pepsi Factory" meets "hi-tech playground." Located high above the
major selling floors, the experience begins with an elevator ride to a
floating platform that has been transformed into The World's Largest
Soda Fountain.
A Pepsi-matic industrial aesthetic was modeled from factory elements comprised of pipes, valves and HVAC ducts. All materials are shiny and reflective. Spiral ductwork, cast iron valves and recycled plastic exchange surfaces express youth and technology, which appeal to Pepsi's target audience. The translucent fabric sculpture "punch
bowl" is the focal feature and anchor for the Pepsi fountain dispensing
stations and becomes the background for a giant light show. Each
dispensing station includes a LCD monitor featuring the latest Pepsi
celebrities and lifestyle trends. Also included on the platform are
Frito-Lay and Breyers Ice Cream stations. The Pepsi bottle-cap stools
are also a fun interpretation of the brand. The "Pepsi Live Stage" is
the space to introduce one-of-a-kind product launches by popular sports
and entertainment stars. When not live, the stage provides kids a photo
opportunity with some pop culture heroes -- Britney Spears, Jeff Gordon
and Sammy Sosa.
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