Coca-Cola’s Architectural Beatbox
In a giant fusion of music, sport and architecture, US drinks giant and Olympics sponsor Coca-Cola has designed an interactive pavilion for the London 2012 Games this summer that can be played like a musical instrument.
Created by London architects Pernilla & Asif, the walls of the Beatbox will be covered in sound- and movement-sensitive cushioned panels, made from ETFE plastic – a material renowned for both heat resistance and elasticity. On contact, each panel will emit a different sporting sound, pre-recorded by DJ-of-the moment, UK music producer Mark Ronson. A spiralling ramp behind the panelled façade will lead visitors up to a roof terrace offering panoramic views of the Olympic Park.
Beatbox is a strong example of how a dynamic temporary space, engineered with some multi-disciplinary magic, can urge even the most jaded consumers to engage with a brand afresh. See our report Nomadic Retailing for pop-up stores with a similar modus operandi.