New World of Coca-Cola Debuts in Atlanta

New World of Coca-Cola Debuts in Atlanta
May 25, 2007

The Coca-Cola Co., Atlanta, celebrated the official grand opening of its new World of Coca-Cola at Pemberton Place in Atlanta on May 24. Expected to draw more than 1 million visitors in its first year of operation, the new World of Coca-Cola will be used to showcase how people all around the world have connected with its brands for more than 120 years. Twice the size of its first museum at 92,000 sq. ft., the attraction includes more than 1,000 artifacts that have never been seen by the public. The building was constructed in accordance with the United States Green Building Council's Leadership in Energy and Environmental Design (LEED) standards. "Part of our strategy with the new attraction is communicating that intangible emotional connection that people have with Coca-Cola," said Marc Mathieu, senior vice president for global brand marketing and creative excellence." The new World of Coca-Cola embodies that sense of happiness that our brand stands for around the globe." The open floorplan attraction features three theaters (one in 4-D), a real bottling line, a popular culture exhibit showcasing artwork by Andy Warhol and a contemporary tasting lounge where guests can sample 70 Coca-Cola products from around the world. The new World of Coca-Cola was designed with more interactive features as well. Visitors can play interactive games, send digital postcards to friends, create their own pop art and contribute their Coca-Cola memories to a living exhibit. A new gift shop is also part of the complex, offering a merchandise mix of Coke-branded items. Modern red mannequins, sleek wood fixtures, video screens, interactive kiosks and a photo pick-up station are highlights of the retail store. Visitors can even order artwork, select framing and schedule delivery from an art station.