Visitors Flabbergasted by the Magnificent Coca-Cola Olympic Park Pavilion by Branding Magazine
Just a few days before the official opening of the London 2012 Olympic and Paralympic Games, which is to be held on July 27th, the previously announced Coca-Cola Beatbox, which is inspired by Coca-Cola’s global campaign “Move to the Beat“, comes to life.
The architectural wonder, designed by Asif Khan and Pernilla Ohrstedt, stands as a multi-sensory experience and the inspiration for this pavilion can be found in Coca-Cola’s campaign for London 2012, whose prime goal is to attract young people to the Games.
The structure itself consists of more than 200 gigantic interlocked translucent air cushions, providing an unforgettable experience for every visitor, followed by the track “Anywhere in the World”, featuring sounds of five different Olympic sports created for Coca‑Cola by Grammy award winning producer Mark Ronson and 2011 Mercury Music Prize nominee Katy B.
As a part of those 200 cushions Coca-Cola featured the latest audio, lighting and responsive sensor technology, whose aim is to upload the rhythmical sport sounds into the structure of the Beatbox. Recordings will be a concoction of visitors’ movements and gestures, along with the sounds of athletes’ heartbeats, shoes squeaking and arrows hitting a target. This pavilion comes as a part of Coca-Cola’s Future Flames campaign for London 2012, with a goal to inspire, reward and direct young people towards fulfilling their desires.
Maxine Chapman, Director of Showcasing, London 2012 Olympic and Paralympic Project Team, the Coca‑Cola Company, said: “Coca‑Cola’s sponsorship of London 2012 is rooted in celebrating and recognising young people and we’re delighted to give so many young talents the chance to showcase their skills and passions on the world’s stage. Our team of emerging architects, artists, sound and light technicians – led by Asif Khan and Pernilla Ohrstedt – have all played a crucial role in creating a pavilion that is hip, fresh and energetic. The Coca‑Cola Beatbox is unlike anything else on the Olympic Park. Over 300 young performers from London will help to bring it to life during Games time, and it will stand as a testament to the millions of young people who use their passions in areas like sport and physical activity, music and dance to spread happiness in communities all over the UK.”
Visitors will enjoy spectacular views of the Olympic Park from the top of the Coca‑Cola Beatbox. The ramp then plunges down into the heart of the pavilion which will feature an interactive light installation.
Within the Coca‑Cola Beatbox pavilion visitors will discover Jason Bruges Studio’s Aerial Dynamics installation. A living, breathing light show that has been designed to emulate the energy released when a bottle of Coca‑Cola is served and shared. 180 bespoke mechatronic ‘bubbles’ glow rhythmically in time with Mark Ronson’s track.
The Coca‑Cola Beatbox was brought to life at the private view event by young performers from across London boroughs. The talented young people from part of a group of 300 who have been selected to perform within the Olympic Park and London’s Hyde Park following six month audition process with the support of the interactive theatre company London Quest. Whether it’s re-enacting a medal winning performance or encourage visitors to recycle they will help to bring the magic of London 2012 to life in the Captial.
Tim Morgan, Director of London Quest, said: “We at London Quest have thoroughly enjoyed the last year working in partnership with Coca‑Cola. In awarding us a theatrical consultancy contract for their Olympic Games showcasing activity, Coca‑Cola has given us a massive opportunity to promote our company to the world and it’s great to know that we have helped to give some very talented young performers a once in a lifetime opportunity to shine.”
Coca-Cola Future Flames
As a presenting Partner of the Olympic Torch Relay, Coca-Cola wanted to inspire and reward talented young people who are passionate about making a positive contribution to their communities. The exemplary ones will gain once in a lifetime opportunity and carry the Olympic Flame.
Coca-Cola Beat Collective is a group of talented young people, brought together during the last two years, who will have the honour of bringing London 2012 to life. It consists of 300 performers, many of them selected from the six Olympic boroughs by helping them experience the magic of London 2012 in the best way possible.