For the conception of the New World of Coca-Cola, Formavision was commissioned by Coca-Cola to design and curate the exhibition content in two strategic areas of the facility: the central hub and the sampling lab.
In the hub, our large-scale mural represents a lively and abstract projection of the earth, for which we took inspiration from both op art and the cartographic legacy of Galileo and Copernicus to re-imagine a map, introducing op art elements and words in various international alphabets.
Formavision was also retained to design the sampling lab, otherwise called "Taste It!", where people of all ages are invited to sample some of the four hundred brands of soft drinks that the Coca-Cola Company produces and distributes around the World.
The nearly $100 million museum is the latest attraction in the tourism and development boom of Georgia's capital city following the late 2005 opening of the Georgia Aquarium. It is making a new epicenter for tourism in Atlanta and will draw an estimated crowd of 1.5 million visitors a year.
"Image is what this is all about, for as good as Coke is, it would hardly be worth such devotion if there were not what is called in the marketing world "added value." Added value comes from associations that have accumulated over the course of a century. This exhibition space is devoted to them." Edward Rothstein for The New York Times, Museum Review, July 30, 2007.