Coca-Cola: Retail

Coca-Cola wanted to create a destination to empower today's youth to "chill". To understand what chill was, they conducted a massive research initiative called the "Big Dig." Among its many findings, the Big Dig discovered that chilling is taking a moment to be in the present, to shift the mood from 'them' to 'me' and most importantly chilling is done on my terms. The research posed the question, "What does a Coca-Cola cafe for chilling look like to you?" With the Big Dig as our guiding light, we set a course for creating the physical manifestation of the research findings.

We developed two concepts: Red House and 7X. Red House is a child of the architectural school of global inclusion. It is as eclectic as Coke's 300 drinks served around the world. 7X is the name of Dr. Pendlewood's secret formula - the sacred syrup that gives Coke its unique and indescribable flavor. 7X is a factory. A global icon of the industrial revolution. The voluminous work was very well received by Coca-Cola's executive team. In fact it is our work on Red House and 7X that created the opportunity for us to design the infamous Coca-Cola sign at New York City's Times Square.