Key objectives:

• Put Coca-Cola at the heart of a once-in-a-lifetime experience for Olympic Park visitors and Coca-Cola stakeholders.

• Maximize the 500-square-meter footprint to localize the Move to the Beat Olympic campaign, encouraging youth to participate fully in their lives, making the Olympics more relevant.

• Demonstrate Coca-Cola’s commitment to innovative, bold, world-class design through unique and participatory content in a dynamic space.

• Create a compelling legacy story complying with sustainable design/construction standards (BS8901-certified).

So, we’ll create the Beatbox, a visual celebration of youth, sport and music.

The pavilion’s façade, clad with five-meter-long rectilinear red and white ETFE cushions, featured groundbreaking technology designed just for this installation. Embedded LED lighting, integrated with Olympic-sound recordings such as a runner’s heartbeat, was triggered by touch and proximity. The interlocking cushions were intentionally placed to encourage visitors to literally “play” the building. Their music was purposefully amplified by the seemingly random design; the translucent cushion material enabled the pavilion to appear in motion as guests made the circular, 200m-journey to the open rooftop.

As guests spiraled into the interior void, created as an immersive black-box, guests experienced a lightshow of illuminated expanding bubbles symbolic of carbonation energy. The interactive ceiling design responded to guests with ever-more intricate light patterns.

The creative use of space and melding of technology brought to life the global Move to the Beat campaign for the 3 million visitors to the Olympic Park.

+ 150,000 guests spent an hour interacting in nearly endless variations of light, sound, collaboration and participation.

Media articles published within Great Britain garnered 83MM impressions. Provocatively devoid of branding, bearing only the iconic red and white colors, Coca-Cola leveraged its “building with a beat” into a never-before-seen opportunity for youth to connect to the brand and to the rhythm of Olympic sports.