In an apparent bid to stay relevant, Pepsi is opening a 5,000-square-foot space in New York’s Chelsea neighborhood.

Kola House, named for the nut used in caffeinated soda, will be a permanent restaurant, bar, and event venue where the brand can experiment with new products, reports the New York Times. The date for the opening has not been announced.

The 5,000-square-foot space — on the same block as Milk Studios in Chelsea (Pepsi insists it resides in the ultrahip meatpacking district) — will become Kola House, a restaurant-bar-event space that the company hopes will be both social hub and testing ground for new products.

The space will serve food, and according to the Times, “everything at Kola House will be centered on the kola nut.” It’s an odd choice for any menu but especially strange given that US consumers seem to be rejecting the nutrition-less carbonated beverages often associated with kola.

More at: http://qz.com/605928/pepsi-is-opening-a-baffling-new-restaurant-in-new-york-city/