Pepsi Epicenter: New York City, NY

The Pepsi Epicenter is located at the heart of Times Square in a building that is currently used as a flagship brand retail super store. In this design, the six-story building contains retail, hospitality and entertainment venues that celebrate the many brands of Pepsi Co. The dominant exterior design addition to the building is the digital LED sphere that visually explodes out toward the square at the corner of the building revealing a high speed thrill ride and roof top sport activities. The sphere form was derived from the Pepsi Logo and selected for its uniqueness; a high commodity in Times Square, and for its ability to present a façade to the buildings above, exposure to aerial footage during events such as New Year’s Eve, and to dominate “Google” type satellite imagery of the area.