Pepsi & Lay’s PLUS Pavilion at Expo 2020 Dubai

For Expo 2020 Dubai, our challenge was to bring Pepsi and Lay’s together under the same roof, united by the themes of Planet and People. Our goal was to highlight the positive impact PepsiCo is working to make in the world, while bringing joy to millions, every day.

This was a true cross-functional effort. We worked closely with Lay’s and Pepsi brand design, global marketing, regional marketing, and regional design teams to develop a concept inspired by the beauty of EXPO — sharing our cultures from around the world. We built spatial 3D renderings and art directed animation studios, fabricators, programmers, and illustrators to bring our brand stories to life.

One of Time Out Dubai’s “Most Anticipated Pavilions”

Role: Art Director: Graphics, Digital, and Interactive. Spatial 3D designer, experiential strategist

Team: Sofia Aronov, Alessio Scalabrini, Chris Wise

Lay’s Experience

Look up into the world of Lay's, where a selection of flavors from around the world swirls around you.

Look up into the world of Lay's, where a selection of flavors from around the world swirls around you.

Messi Messages uses AI to generate a unique EXPO message, read by Messi himself and customized with your name.

Messi Messages uses AI to generate a unique EXPO message, read by Messi himself and customized with your name.

Explore some of the most unique flavors around the world through the Lay's Flavor Atlas.

Explore some of the most unique flavors around the world through the Lay's Flavor Atlas.

360 degrees of animation and custom scents immersed our guests in the world of Springtime, highlighting the Cherry Blossom flavor from China.

360 degrees of animation and custom scents immersed our guests in the world of Springtime, highlighting the Cherry Blossom flavor from China.

Pepsi Experience

Highlighting Pepsi's commitment to Men's and Women's football with Champions League.

Highlighting Pepsi's commitment to Men's and Women's football with Champions League.

Telling a visual story of Pepsi's circular recycling initiative.

Telling a visual story of Pepsi's circular recycling initiative.

Behind the Scenes

  • Spatial mood board: Intersection

  • Exterior ideation and graphics

  • Pepsi recycling exhibit ideation

  • Pepsi recycling exhibit ideation

  • Lay’s Global Flavors concept with 360 deg. projection

  • Lay’s Global Flavors concept with sensory pods

  • Lay’s Joy Pods concept

  • Lay’s central sculpture concept

  • Lay’s Joy Pods with spiral sculpture (VR Walkthrough)

  • Lay’s central sculpture interior render

  • Art direction for animation development

    Agency partner: Creative Nuts

  • Art direction for animation

    Agency Partner: Creative Nuts

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