The NEW World of Coca-Cola
FACTS AT A GLANCE
Overview
The NEW World of Coca-Cola®, in the heart of downtown Atlanta,
is the only place where visitors can explore the complete story -
past, present and future - behind the world's best-known brand.
An Enhanced Experience
- More than 1,000 artifacts from around the world that, until now,
have never been displayed to the public
- Interactive exhibits that provide guests with an engaging way
to learn about the history of Coca-Cola
- 92,000 sq ft facility with more than 60,000 sq ft of guest areas
- Guest visit estimated to average 90 minutes
- Self-directed guest experience with direction from ambassadors
and a variety of media
Room-by-Room Elements:
Lobby
Guests will enter the NEW World of Coca-Cola through an area designed
to look like a large block of ice that encases a 30-foot bottle of
Coca-Cola visible from the exterior. The lobby features a dramatic
water wall that includes portraits of people from all over the globe.
- Folk Art Bottles: The centerpiece of the lobby is a collection
of oversized Coca-Cola "folk art" bottles from several
countries including China, Argentina and others. The bottles were
created by artists from around the world as part of an exhibit sponsored
by The Coca-Cola Company and were displayed to the public during
the 1996 Summer Olympics, held in Atlanta, Georgia. Each bottle
is handcrafted with materials and symbols that reflect the country
it was designed to represent.
Coca-Cola Loft (Pre-Show)
The attraction's pre-show area features a treasure trove of international
Coca-Cola artifacts from yesterday and today. Specific items include:
- Barefoot Boy," an original Norman Rockwell oil painting that
was created for a Coca-Cola calendar in 1931
- A collection of Coca-Cola print and outdoor advertisements from
across time and around the world, including:
- 1933 Coca-Cola print ad featuring Clark Gable and Joan Crawford
- Sign that graced The Coca-Cola Company headquarters building in
Atlanta from 1919 through the 1979
- Billboard from the company's 2006 Coke Side of Life campaign from
Germany featuring the Happiness Factory characters
- A basketball backboard and net promoting the 2007 NCAA Final Four
tournament
The Happiness Factory™ Theater (opening theater)
The 224-seat theater features an 8-minute animated film "Inside
the Happiness Factory" that provides a look at the magic that
goes into every bottle of Coca-Cola. Some of the character voice-overs
are actual Coca-Cola employees. The film is inspired by "The
Happiness Factory," the highest rated global spot that the Company
has ever tested.
Portrait Wall
Larger-than-life portraits of people from around the world are featured
along an entire wall in the central hub. Audio wands allow visitors
to hear in the words of those pictured how they have been touched
by Coca-Cola through community-based programs. The wall showcases
stories including environmental projects in India, HIV/AIDS education
programs in Africa, youth soccer initiatives in Mexico and many more.
Milestones of Refreshment
Display galleries bring major milestones in The Coca-Cola Company's
history to life through artifacts, interactive games and video. Highlights
include:
- An original 1880s soda fountain made of marble and onyx that recreates
the experience of having a Coca-Cola at the turn of the century
- Touch screen display where guests can attempt to recreate the
iconic Coca-Cola logo
- 1939 yellow Coca-Cola delivery truck from Argentina
- The first prototype "contour" bottle manufactured by
the Root Glass Company. It is one of only two that are known to
exist
- Coca-Cola was the first sparkling beverage served in outer space.
The exhibit features an original can from that first trip on board
the space shuttle in 1985
- Olympic torches from all Olympic Torch Relays sponsored by The
Coca-Cola Company
- An Oscar statue from for the 1982 Best Picture presented to The
Coca-Cola Company during a time that the Company owned Columbia
Pictures studios
Bottleworks
The attraction features a real, functioning bottling facility. Guests
will have the opportunity to wander through the bottling plant via
a glass tunnel. A "ghost" image will appear on the walls
to explain what's happening behind the glass. At the end of their
experience, guests will be invited to pick-up a collectors-edition
bottle of Coca-Cola from the tasting lounge located upstairs.
- Bottleworks will produce about 1 million bottles of Coca-Cola
in its first year of operation
- Bottleworks can produce up to 20 bottles per minute, and up to
1,200 bottles per hour
- A typical large bottling facility can produce more Coca-Cola products
in one day than will be produced at the New World of Coca-Cola in
a year
- It takes 45 seconds for empty bottles that enter the filler machine
to be filled and capped
- A key member of the Bottleworks team is a robot that places and
packs bottles to start each cycle of production
Secret Formula 4D Theater
The 4D Theater short film "In Search of the Secret Formula"
follows an eccentric scientist and his assistant on their quest to
uncover the secret behind the success of Coca-Cola. The film is enhanced
with seats that move and other special effects that pull guests into
the story.
Pop Culture
The Pop Culture gallery provides a look at how celebrities and everyday
people from around the world have interpreted the brand through art.
Special features include:
- Artwork from renowned artists such as Andy Warhol, Howard Finster
and Haddon Sundblom
- A station where guests can create their own pop art using Coke
iconography. Guests can then email the creation to friends and family
or have them printed out for purchase in the retail store
- "My Coke Story" offers an opportunity to read stories
that previous guests have left behind and also a chance to leave
your own
- Section devoted to the Coca-Cola Collector, which features a 5
minute video (directed by acclaimed documentary filmmaker, D.A.
Pennebaker) that delves into the collector's world
Perfect Pauses (Advertising) Theater
The advertising theater features three short films that capture the
magic of Coca-Cola advertising:
- "Magic Moments" - This 10-minute documentary that showcases
and provides behind-the-scenes information about some of the most
memorable television commercials for brand Coca-Cola throughout
the years. Favorite Coca-Cola commercials such as "Mean Joe
Greene" and "Hilltop" will be featured, along with
lesser known spots and examples from recent campaigns
- "International Festival" - The film features current
advertising for Coca-Cola from around the world, as well as a variety
of other brands marketed by The Coca-Cola Company. Intended to be
regularly updated, this program features spots that convey a real
sense of place, and includes ads that you would never see on American
television
- "Animation Celebration" - Whether featuring a red-cheeked
Santa, playful polar bears or dancing bubbles, Coca-Cola has a long
tradition of innovative animation techniques in its advertising
This ten-minute film is a mini-animation festival, a special gift
for our guests that celebrates the playful side of the world's best-loved
brand
Taste It!
A special highlight of the New World of Coca-Cola experience is a
contemporary tasting lounge featuring 70 beverages available at tasting
stations arranged by continent dispensed through 120 valves In addition
there will be a sampling counter that will feature a rotating selection
of teas, waters and other new beverages.
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