To reposition SodaStream from a budget appliance to a global design brand, Allenby Concept House took them straight to the world’s most prestigious design stage - Salone del Mobile in Milan.

After leading the redesign of SOURCE with Yves Béhar, Allenby developed the full launch strategy.

The goal: show the global press that SodaStream had arrived - not just with a product, but with a design forward brand ethos.

We chose the Museo Nazionale della Scienza e della Tecnologia, Milan’s most ambitious and awe-inspiring venue, and built the SODA BAR, an immersive installation designed entirely with sustainable materials. Yves Béhar created the space, and Allenby brought it to life with citywide activation.

Visitors were drawn in by:

• A massive video wall on Zona Tortona’s busiest pedestrian street

• Brand ambassadors on tricycles handing out sparkling drinks across Milan

• A full press experience that aligned SOURCE with premium countertop brands like Nespresso and KitchenAid

The Soda Bar didn’t stop in Milan.
It became a global design campaign, traveling to:

• NYCxDesign

• London Design Festival

• Tokyo Designers Week

• Stockholm Design Week

• Copenhagen, Tel Aviv, Johannesburg, and more

Impact:

• 40,000+ visitors in Milan alone

• 600M+ media impressions

• Winner of Best of Salone mentions

• Repositioned SodaStream as a global design brand

From soda gadget to countertop statement.
Allenby built the experience. The world took it global.