Building on its passion and engagement in pop culture, sports, arts and fashion Pepsi has partnered with SoleDXB 2014, the region's premier urban culture platform, which took place from November 14-15 at Dubai Design District.
The centerpiece of the partnership focused around the launch of the Kola House hosted by Pepsi. Alex Ott, a celebrity master alchemist flew in from New York and created flavors such as Alley – OPP and Mystical Magical Kola for guests to enjoy. The Dubai Kola House is a first of its kind, experiential space where guests can discover and experience the true flavors and origins of the Kola nut. SoleDXB featured a limited-time, pop up experience for Kola House, which was designed by PepsiCo's in-house design team in partnership with Kravitz Design envisioned by Lenny Kravitz.
In addition, in keeping with its heritage in art, Pepsi commissioned a 10 meter art installation created by Remi Rough, a popular London based artist who has been breaking boundaries with the aid of a spray can and a paintbrush. Rough’s large-scale mural, with the stunning Dubai skyline as a backdrop, was created during the event in real-time for guests to enjoy.
Other highlights included a two-day basketball tournament, organized by Dubai-based league Ball Above All Classic. The players stayed hydrated with Gatorade, who awarded AMW the AED10,000 top prize.
"Pepsi has always been at the forefront of popular culture and we're thrilled to partner with Sole DXB in an event that is redefining today's popular culture in Dubai. Sole DXB is both producing and catering to a new generation of creatives and tastemakers, and our partnership allows our mutual fans to experience our brands in an exciting, dynamic environment that is consistent with the way they live their life. In the now," said Carla Hassan, Chief Marketing Officer, PepsiCo Middle East & Africa.
The two-day SoleDXB event is a celebration of street culture. Now in its third year, the lifestyle event features fashion, music and sport. To follow the conversation, use #YallaNow #Soledxb #YallaSole.