From the striking L-shaped immersive screen in reception showcasing the PEPMuseum, to dynamic digital signage energizing open workspaces with PepsiCo Way messages of joy and responsibility — this headquarters is anything but ordinary. It stands as a vibrant new landmark within KAFD.
Branding and graffiti-inspired art infuse every corner with energy, reflecting PepsiCo’s diverse Beverages & Snacks portfolio while sparking Saudi pride and belonging. Informal seating — inspired by Chester’s skateboards and PepsiCo Way icons — replaces the conventional office seats, creating spaces that are playful yet purposeful.
At the heart of the project lies the Pephub, a central gathering space anchored by a vast digital wall connecting teams across the region and globe. Here, acoustic design reached a new level: felt curved ceilings not only elevate comfort but also establish a signature element of Echelle Architects. These bespoke treatments extend to the open space acoustic standing screens where customized branded features — from Fido Dido to Lay’s — merge function with identity.
Technology, agility, and ergonomics define the workplace experience — with sit-stand desks, agile chairs, and digitally enabled collaboration zones. More than just an office, this is a vibrant environment designed for a new generation, where creativity, connectivity, and sustainability converge.
Equally important was the delicate balance between PepsiCo’s global identity and Saudi Arabia’s cultural context — a design challenge that required sensitivity and creativity. This blend is expressed in materials, spaces, and experiences that honor local values while celebrating the vibrancy of PepsiCo’s brand.
Design:
Design Team: Fady Aziz, Aly Salah
Photography: Amr Elhusseiny
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