Pepsi Lays Experiential Installation | Immersive AV

Pepsi Lays Experiential Installation

Immersive AV partnered with brand experience specialists Giant Cookie and marketing agency Fuse, to produce an interactive experience for Pepsi Lays at the Champions League final 2019 in Madrid. Our Pepsi Lays experiential installation was a centre-piece of the official UEFA fan zone, registering 11,371 interactions during the four day event.

Pepsi Lays experiential retail installation by Immersive AV

Pepsi Lays experiential installation by Immersive AVChallenge

Event technologists from Immersive AV worked with the creative teams at Giant Cookie and Fuse. The brief was to create a unique experiential installation bespoke to the Pepsi Lays brand which encouraged customer engagement. 

With a demanding audience in the fan zone and direct competition from UEFA’s other official sponsors—it was essential to create an engaging experience which attracted the attention of the 150,000 football fans who attended the fan zone over the four days.


Our experiential installation was split across two areas of the Pepsi Lays chalet, with one solution designed to attract attention, the other to engage visitors and encourage interaction.

Inside the Pepsi Lays chalet, we created an interactive touch wall using conductive ink touchpoints and projection mapping. Users were encouraged to tap certain points on the wall, which triggered video and audio content to be played.

Outside, we constructed a 5x3M LED wall, built into the chalet design to attract the attention of football fans attending the fan zone. The extreme heat and direct sunlight demanded an ultra-high specification screen. We used Absen Polaris Pro 3.9mm LED. Eye catching video content and atmospheric music ensured the Pepsi Lays chalet was easily identifiable from anywhere within the UEFA fan zone.


The Pepsi Lays area in the Puerta del Sol square in central Madrid was a real talking point of the UEFA Champions League festival, seen by 150,000 football fans and locals. The interactive touch wall was engaged with 11,371 times throughout the four day event and delivered tangible results for everyone concerned.