The Coca-Cola Company: The Speakeasy Bodega
Cancelled during load in due to COIVD.
Lead Creative Director // Kylie Ayala
Associate Creative Director, Art Director// Lex Pursley: Full partnership with CD throughout ideation and creative execution, oversaw 2D design
2D Design // Sam Schwartz
As one of the most iconic products of all time, Coca-Cola has struggled to branch beyond the famous red can and be seen as a total beverage company.
With The Coca-Cola Company Innovation Upfronts, TCCC hoped to launch a series of new sub-brands to invited media and educate about the various tastes and occasions the wholistic brand can cover.
This exclusive event shows a Willy Wonka-esque world that happens behind the scenes of the iconic New York bodega.
Hidden in NYC’s Chelsea Piers, attendees enter into a fully branded Coca-Cola bodega… with a speakeasy surprise.
Traditional bodega magazines were Coca-cola-ified.
Cover models are swapped with beauty shots of new products and brand imagery.
The new Coca-Cola ombre rainbow style ruled the wall reinforcing the message of Coca-Cola as a total beverage company.
Clean design with bright splashes of color kept the essence of a bodega but with a clean feel.
A beverage fridge suddenly swings
open to reveal the hidden Coca-Cola playground within.
The bodega door opens straight into a sampling room and speaker stage. Interactive product testing vignettes sit deeper within the space.
The stage and testing area were designed to be eye-catching backdrops for press photos.
Our main stage provided a backdrop for two planned press conferences.
Products displayed within glass piping light up as mentioned by the speaker.
A sampling bar constructed of colorful piping brought the behind-the-scenes feel.
The mainstage area flowed into the interactive portion of the experience.
Giveaways include fabric classic bodega bags with the Coca-Cola North America logo.
Brand ambassadors are dressed in clean branded lab coats as if workers in the Wonka-died TCCC factory.
Interactive Vignettes
Breaking Boundaries
All about disproving misconceptions of The Coca-Cola Company, attendees literally punched through flapper doors. Each door was inscribed with common TCCC misunderstanding. Inside each door holds the beverage that disproves the statement and an explanation as to why.
Expanding Choices
There is a product for every palate. A taste-test questionnaire directs each attendee to a numbered locker that magically swings open with their touch. Behind the doors is a perfect The Coca-Cola Company beverage match.
Advancing Sustainability
A series of futuristic vending machine serve up some of TCCC’s most innovative products in sustainability. Pressing the vending button releases a product and plays a curated motion graphic explaining the science behind it.
Delivering Benefits
TCCC’s latest and most health-oriented products sit upon the colorful tubing that fills the space. Once a passerby decides to grab the drink, the motion sparks an interactive projected video about that specific product’s benefits.
Storyboards for the Delivering Benefits vignette
Storyboards for the Delivering Benefits vignette
Storyboards for the Delivering Benefits vignette
Internal design for the Breaking Boundaries vignette
Storyboards for the Delivering Benefits vignette
Internal design for the Breaking Boundaries vignette
Internal design for the Expanding Choices vignette
Storyboards for the Delivering Benefits vignette
Storyboards for the Delivering Benefits vignette
Storyboards for the Delivering Benefits vignette
Internal design for the Expanding Choices vignette
Storyboards for the Delivering Benefits vignette
Storyboards for the Delivering Benefits vignette