For the London 2012 Olympic Games, Coca-Cola is building a structure in the Olympic Park as part of its 'Future Flames' campaign, which encourages youth to be active in their local communities. The Coca-Cola Beatbox, as the pavilion will be called, has been designed by architects Asif Khan and Pernilla Ohrstedt (see photos).
What makes the Coca-Cola Beatbox pavilion stand out from other structures is that it has been designed to engage its visitors -- it will double as a musical instrument, allowing people to "play" the structure and create music. This innovative musical element is in line with Coke's 'Move to the Beat' campaign, as well as its Olympic campaign featuring English DJ Mark Ronson.
Coca-Cola's Maxine Chapman says that that Coca-Cola Beatbox initiative and the brand's association with the Olympics will, the company hopes, "shine a spotlight on Britain's brightest stars and inspire young people to pursue their passions."
Melodical Sports Complexes
Coca-Cola Beatbox Pavilion Will Double as a Musical Instrument
Trend Themes
1. Interactive Architecture - Coca-Cola Beatbox pavilion doubles as a musical instrument, showcasing the trend of structures designed to engage and interact with visitors.
2. Music-centric Experiences - The incorporation of a musical element in the Coca-Cola Beatbox pavilion highlights the trend of creating immersive experiences that combine music and architecture.
3. Branded Events for Youth Engagement - Coca-Cola's 'Future Flames' campaign and the Beatbox pavilion represent the trend of brands using experiential marketing to connect with younger audiences and inspire them to pursue their passions.
Industry Implications
1. Event Planning and Design - The interactive and music-centric elements of the Coca-Cola Beatbox pavilion present opportunities for event planning and design companies to create innovative and engaging experiences for brands and their audiences.
2. Architecture and Construction - The trend of interactive architecture, exemplified by the Beatbox pavilion, offers opportunities for architects and construction firms to design and build structures that go beyond traditional functionality and engage visitors in unique ways.
3. Youth Marketing and Branding - Brands can take inspiration from Coca-Cola's 'Future Flames' campaign and the Beatbox pavilion to create meaningful connections with younger audiences and foster their passions through experiential marketing initiatives.