Inside the Cheetos Cheesyverse: How PepsiCo Turned a Snack Brand into an Immersive Theme Park - Yanko Design

"The design here is so visually dense that it commands your full attention. Every surface is covered in saturated oranges, hypnotic swirls, or bold cheetah spots, creating a total environment that feels completely detached from the outside world. This level of immersion is a deliberate choice, engineered to produce highly shareable content. The entire experience is a meticulously crafted backdrop for social media, and that's not a criticism; it's a recognition of a very shrewd and effective design objective."

"It's one thing to have a mood board, but it's another to translate the "personality" of Cheetos Poffs into a physical space without it feeling forced. The team got around this by anchoring each room to a strong cultural reference. The "Palomitaswood" concept is a perfect example; it's a clever, immediate signifier for a Hollywood-themed popcorn room. It's this kind of smart, efficient world-building that elevates the project beyond just a collection of cool-looking sets."

"In July 2024, an event in Mexico City called the Cheetos Cheesy Verse invited people to experience the Cheetos brand in person. The large installation, designed by PepsiCo, featured ten rooms, each with a unique theme. The concept was to create a fun, explorable space that represented the personality of the brand's different snacks. Each room was based on a specific Cheetos product, with distinct visuals and activities."

In July 2024, PepsiCo Design and Innovation created Cheetos Cheesy Verse in Mexico City as a large, ten-room installation celebrating different Cheetos products. Each room mapped to a specific snack and featured distinct visuals, activities, and strong cultural signifiers such as Hollywood or sports motifs. The environments used saturated oranges, hypnotic swirls, and bold cheetah spots to create fully immersive, detached spaces. The design intentionally prioritized shareable backdrops for photos and social media. Visitors engaged with the sets, capturing memorable moments, and the project won an A' Design Award for interior and exhibition design.

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