Tectoniks was approached by ‘The Partners’, a leading Turkish-based
practice with exceptional expertise in communication marketing, brand
management and big events, to design and manufacture a visually striking
portable venue to house the ‘World of Coca-Cola’ touring exhibition.
The brief from Coca-Cola was to provide a venue which would ‘create
memorable experiences for the guests which honour our history; celebrate the
present and make a positive impact for a better future’.
In addition the brief also required that the venue should:
Be welcoming and warm, create curiosity and have a WOW effect –seen from
Have three separate zones which can be assembled in different
configurations to fit the available space
Provide 1,600 square metres (16,000 square feet) of exhibition space
Be resistant to all weather conditions including snow
Have a manageable crowd circulation layout
Be easy to set-up, dismantle and maintain
Be easy to transport
The three zones cover different aspects of Coca-Cola and its
The first is the ‘COKE IS LIFE!’
zone which contains displays and Interactive exhibits of the Coke brand then
and now with particular emphasis on the history of Coke’s famous advertising, packaging
The second, and largest, is the ‘COKE IS IT!’ zone. With its 45 foot
high ceiling it shows Coke’s journey from formula to bottling plant to
distributor to your door. It contains a gigantic simulated production line showing
Coke being made. This zone also features displays and videos covering Coke’s
Hayata+ UNDP and water conservation initiatives along with PET Bottle education
information and advice on how to save the water resources of Turkey.
The third zone covers sustainability, the Coca-Cola Life Plus
Foundation, existing social projects and information about diversity.