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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 the outside
• 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 history.   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 and sponsorships

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.