Pepsi Chill Hub is a temporary space celebrating refreshment and unexpected experiences, connecting with consumers by offering excitement and cool relief on hot summer days, during music festivals, where Pepsi’s heritage and relevance is at its strongest. Every design decision was made to evoke refreshment; from the outside blue and white light radiating out from all sides through fractured ice forms of the Pepsi Chill Hub, to the inside atmosphere of white fog, chilled air, and the interactive iceberg bar. Cool beverages are served in Pepsi cups UV printed with expressive ice crack designs, which are only revealed once the bartender places the cup on the bar.