Directly involved with PepsiCo US and working closely with the PepsiCo design department, headquarted in New York, Excogitare, Bluefactoryevents and Icet Studios created the space and audio, video and lighting installations for “MIX IT UP 2016 “at Superstudio 13 in Milan. An intriguing pop mix with design, music, fashion and culinary art, in collaboration with great talents from the international design industry such as Fabio Novembre, Karim Rashid, Lapo Elkann + Garage Italia Customs, Benjamin Hubert, Jeremy Scott, Design Group Italia and many others. 7 activities, 7 different concepts developed by 7 different designers for a single space, which experienced different moods with lights, sound and atmospheres, both during the day and night. An LED wall and monitors with interactive content, projections, lights, audio and VJ, with special effects including soap bubbles and smoke, were all followed by 360° recording, photo shoots and videos. The client’s trust in the team was reconfirmed for the 2017 edition with a new design in collaboration with Design Group Italia, Mathieu Lehanneur, Luca Nichetto, Fabio Novembre, Davide Oldani, Studio Job and Patricia Urquiola to offer an interactive and engaging showcase where the past, present and future converged in an exploration of how we eat and drink in a hyperconnected society. The project featured an LED wall, water screens, light effects, projections and DJ set.