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PepsiCo Pephouse Hospitality Super Bowl LIX
PepsiCo | Pop-Ups, Display, Exhibit & Set Design
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Project Overview
Pephouse is PepsiCo’s premier hospitality experience, held each year for hundreds of VIP guests to celebrate the Super Bowl in unforgettable style—from takeoff to touchdown. For Super Bowl LIX, we spotlighted our most iconic brands through curated culinary and mixology menus, world-class entertainment, and a bold branded environment. Set against the vibrant backdrop of New Orleans, every detail reflected the soul of the city and the energy of game day. Our Experiential Design team in North America brought it all to life with layered illustration, immersive 3D spaces, and dynamic digital activations that captured the unmistakable spirit of the Big Easy.
Organisation
Team
PepsiCo
Project Brief
Pephouse evolves with every game, reimagined each year to raise the bar on immersive hospitality. For Super Bowl LIX, we looked to the culture, color, and rhythm of New Orleans as our guide. The city’s layers of history and flair become our design foundation, inspiring us to rethink how people moved through spaces and how they connected with our brands.
Project Innovation/Need
Every design detail was rooted in a distinct sense of place. Our layered environments honored New Orleans’ vintage glamour with French Colonial flourishes, hand-crafted tile, gold-leaf signage, and jazzy neon. Personalized welcome kits, a shoppable French Quarter marketplace, and immersive game day environments were crafted to surprise and delight our guests. From the host hotel, to a concert at the Orpheum Theatre, to a late-night speakeasy where guests had their “flavor fortune” read, every touchpoint was rich with visual storytelling. Tactile materials, custom illustrations and immersive moments deepened our guests’ connection to the city, our brands, and the excitement of the big game weekend.
Design Challenge
Our creative challenge was to build a dynamic environment that celebrated sportsmanship, hospitality, and PepsiCo’s commitment to going all in for the big game.
Sustainability
This year’s Pephouse delivered on every front. 77% of guests surveyed rated it “excellent” and 100% marked it as “good” or better. More than just a hospitality program, Pephouse was a fully immersive brand expression that celebrated local culture through creativity. From first impressions to final cheers, every moment proved that thoughtful design and local storytelling can elevate a weekend into an immersive, joyful and unforgettable experience. With soulful flair and layered design, Pephouse brought hospitality to life for Super Bowl LIX in a way only PepsiCo can.
Pop-Ups, Display, Exhibit & Set Design
This award celebrates innovative and creative design for a temporary building or interior, exhibition, pop up site, installation, fixture or interactive element. Consideration given to materials, finishes, signage and experience.
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