/ Coca Cola Flagship Store, Disney Springs, Orlando FL. / Employee Store, Atlanta GA / Soda Shop Pop-Up Experience, Mobile
How do you properly express the Coca Cola brand in a flagship retail setting? The brand is an icon of the American consumer landscape, but is typically experienced as a packaged, shelf edge product or in a fountain/restaurant setting. I was fortunate to lead a team that answered this question across multiple flagship expressions, balancing a 15,000 sq. ft. new construction site at Disney Springs, an elevated expression at Coca Cola’s global headquarters, and delivering a social first, pop-up experience aimed at a strictly teen audience. Below are a few examples of these environments brought to life for one of our most iconic brands.
Coca Cola
Brand Duality
Navigating the space in the 15,000 sq. ft. Disney Springs location mirrors the duality of the Coca Cola brand, directly experiencing the texture and nostalgia of an iconic American brand juxtaposed against a modern, illuminated glass facade expressing the modern happiness brand that Coca Cola is today across the globe.
This driving concept is seen throughout the space, but is featured in the ramping system that replaces traditional staircase navigation between the three levels of the store environment.
New Discoveries
Creating a space for the Coca Cola brand also gave us opportunities to tell new stories and introduce consumers to new sides of the brand that they may not get to see in the day to day. For example, this feature zone is the Coca Cola sustainability story, showcasing products made 100% from recycled Coca Cola beverage products. The chandelier highlights this story, and was created from recycled Coca Cola green glass bottles.
Elevated Curation
The retail space inside Coca Cola’s global headquarters is an opportunity to experience different aspects of the brand, to show off artist collaborations, fashion forward expressions, and put a more sophisticated side of the brand on display. The minimalist, bright, clean set up of the space allows for the product to stand out while curating a few unexpected moments for the consumer.
Personalized Experiences
Delivering the core Coca Cola brand to the teen consumer directly involves customization and personalization opportunities, as well as a direct focus on shareable experiences that translate well to user generated social media content.
Touch Points Considered
Bringing this experience to life included the consideration of every consumer touch point we brought to the space. Menus, personalization tokens, apparel, social moments, photo backgrounds, and many others were integral parts to the overall experience.