To mark the brand’s 125th anniversary, W conceived new consumer practices for Coca-Cola products, practices that would become widespread in the coming years to reduce the growing gap between the brand’s infinite imagination and the product experience. Espace 125 opened in early 2012, a stone’s throw from the Champs-Élysées, in the form of a pop-up bar offering passers-by an interactive experience with the brand.
Designed by W, the bar allowed visitors to discover the brand’s full range of products and to choose from various interactive visual and musical ambiances, to suit their mood and tastes (“zen”, “enjoy” or “boost”).
What : Prospective study, architectural concept
When : 2012