PepsiCo Mix It Up – Strategic Experience Ecosystem
From brand activation to orchestrated cultural platform.
Mix It Up was an immersive experience realized by PepsiCo during Milan Design Week 2017 to showcase how design, food, and culture intersect to create consumer engagement and shift brand perception.
Design Group Italia served as the coordinating partner, facilitating collaboration between PepsiCo’s Global Design Center, renowned international designers (including Patricia Urquiola, Luca Nichetto, and Studio Job), and chefs such as Davide Oldani.
In my role as Director of Experiential Spaces, I coordinated the spatial design together with an extended team ensuring cohesion across multiple stakeholders, brands, and disciplines.
The resulting installation was memorable, and strategically designed to: Showcase innovation, attract emerging creative talent, and cultivate B2B partnerships through immersive, multisensory experiences.
Outcome
Design as platform. Brand as host. Culture as connective tissue.
Mix It Up transformed PepsiCo’s presence from exhibitor to ecosystem orchestrator — advancing innovation visibility, forging talent and B2B pipelines, and reshaping brand perception through strategic experience design.
Capabilities
Strategic Experience Architecture
Design of environments as platforms for innovation, talent, and relationship-building.
Immersive Narrative & Sensory Storytelling
Multisensory moments across brands and disciplines within a coherent narrative arc.
Creative Talent Discovery & Cultural Curation
Activate collaborations between global design leaders and next-gen creators.
Multi-Brand & Stakeholder Ecosystem Orchestration
Coexisting diverse PepsiCo brands and partners within a unified experiential framework.
Brand Innovation Positioning
From product-centric to purpose-driven through design-led engagement.