One of the biggest – and most popular – companies in the world, Coca-Cola received the brand’s representatives from the four corners of the planet to watch the opening of the World Cup 2014 in Brazil. To accommodate about 150 people and to be the stage of several activities and shows for 72 hours, a hospitality center was specially created for the brand in the hotel where the guests were staying.
The spaces were developed to allow the guests to immerse into the Coca-Cola universe, transmitting the main values and identities established in its 150 years of existence.
The LED panels interacted with the users at the same time that huge graphics of little bottles changed colors.
To develop the graphic elements of the environments, the brand pointed out several concepts that should be included according to its design book.
The idea was to make a space of interaction of the brand for the people who do business with Coca-Cola, a moment of experience, celebrating the opening of the World Cup.
One of the walls was built with the traditional red cans of Coke that show the brand’s communication in different countries around the world.
Project name: Coca Cola Hospitality
Client: DiO Marketing
Author: Todos Arquitetura. Co-autoria: Guto Requena
Team: Guto Requena, Lucas Ciciliato, Fabio Mota, Mauricio Arruda
Size: 1288,0 m²
Location: Hotel Tivoli Mofarrej – Al. Santos 1437 – Cerqueira Cesar, São Paulo – SP
Project Year: 2014
Photo: Andre Klotz