Pepsi is the newest player in the hospitality industry, as they announced they will be opening their new venue space, bar, restaurant and lounge this spring in New York’s Meatpacking District. The aptly named Kola House will be a partner venture alongside The Metric. They expect the flagship location to act as an event space for music, art, fashion, cinema, sports and culture. They already have a partnership in the works with Live Nation to begin hosting popular musical acts throughout 2016.

“We wanted to create a modern hub for consumers to share social and immersive experiences that were anchored in the exploration of our cola’s artisanal craft and flavor. The Kola House represents a new space for us to support our consumer-first approach to drive authenticity and innovation around our beverage offerings and ideals,” said Seth Kaufman, chief marketing officer, PepsiCo North America Beverages.

The venue will work off experimental and elemental themes based around the kola nut. Alex Ott will act as the venue’s resident mixologist and cocktail curator. The artisanal menu will offer not only a variety of cocktails and elixirs from Ott, but also a variety of kola-nut-inspired specialty plates designed by the venue’s executive chef.

To rev up for the spring opening of the flagship location, Pepsi created a pop-up, VIP-only version of the Kola House at Super Bowl 50, as part of a collaboration with DirecTV.