Drink brand’s new eatery will feature a host of art, fashion and music activations.

Pepsi has partnered with New York City restauranteurs Lisle Richards and Eric Marx of The Metric to introduce a new restaurant and bar, Kola House.

The Joester Loria Group, Pepsi’s exclusive North American licensing agent, brokered the deal.

Although Kola House won’t feature any overt branding, Pepsi’s presence will be embedded in a host of dishes and drinks that are infused with kola nut extract.

The new 5,000-square-foot restaurant will also feature art, fashion and music events from muscians such as LCD Soundsytem, who played the venue’s opening night party, Jason Derulo, Blood Orange and Virgin Staples. The first in a series of large-scale art installations is from Japanese contemporary artist Tomokazu Matsuyama.

“We are over the moon with how this has all turned out,” says Joanne Loria, executive vice president and chief operating officer, JLG. “JLG, Pepsi and The Metric have all been working tirelessly together over the last 18 months to make this happen. We all wanted this first and foremost to be a fabulous dining experience with amazing food, great cocktails and a welcoming vibe that people will want to come back for again and again. It’s about the experience and the surprise is that it is Pepsi, not the other way around.”

Pepsi’s Kola House is now open at 408 W. 15th St. in New York City.