Vault of the Secret Formula
LocationWorld of Coca-Cola, Atlanta, GA
TagsExhibition, Walls, Environments, Infographics, Generative graphics, Real-time data, Wayfinding, Sensing, Installations, Storytelling, Touch, Motion graphics, Data visualization, Tangible interface, Film/video, Gesture, Games
As they step through the huge vault door at the World of Coca-Cola, visitors are transported into a tale about the most famous and mysterious trade secret in history—the secret formula of Coca-Cola. Second Story, along with partners Donna Lawrence Productions and Gallagher & Associates, crafted a compelling narrative experience to delight and surprise visitors and challenge their ideas about what is fiction and what is truth about the secret formula. Second Story conceived of media and design strategies flowing from the two aspects of the secret formula: the secrecy and mystery surrounding it, and the fun that comes from simply enjoying the product. This concept fueled the design and development of twelve media experiences that help deliver the visitor toward the exhibit’s cinematic climax.
Press & AwardsCommunication Arts Interactive Competition, Communication Arts, Winner, Award of Excellence: Environmental, April 2013Your Best Work: Design Awards & Competition, HOW, Winner, March 2013Brand Spaces: Branded Architecture and the Future of Retail Design, Sven Ehmann & Sofia Borges, January 2013Event Design Awards, Event Design Magazine, Winner, Best Use of Interior Media/AV, October 2012“Keeping an Exhibit About the World’s Best Kept Secret a Secret,” Coca-Cola Unbottled, September 2012
For more than a year, a select team of employees understood that communications and activities regarding Project Guaranty needed to be handled as very confidential. Through some truly remarkable efforts on the part of the team, Project Guaranty remained confidential until the day of the Company’s official announcement of the new exhibit.“Exhibit Feature: The Coca-Cola Company - Vault of the Secret Formula exhibit,” Communication Arts, July 2012
After stepping through a huge vault door, visitors learn about the most closely guarded trade secret in history through an immersive multimedia experience that celebrates the rich history, mythology and intrigue surrounding its formula.“The World of Coca-Cola with Kinect,” Next at Microsoft, Steve Clayton June 2012
The World of Coca-Cola in Atlanta is laden with Kinect sensors that create an immersive, interactive experience for visitors - thanks to Portland's Second Story.2012 MUSE Awards, American Association of Museums, BRONZE: Multimedia Installations, April 2012
Over 130 judges – museum and media professionals from across the world – were involved in the process of selecting the winners. Winning entries were expected to demonstrate outstanding achievement in nine areas including content, interface, design, innovation and appeal.“Discover Coca-Cola’s Secret Formula At This Interactive Exhibit By Second Story ,” Entertainment Designer, Brendan Brehm, March 28, 2012
Much more than just a heavy-duty vault to stare at, the Vault of the Secret Formula exhibit is an interactive exploration of one of the most notorious trade secrets in the world… This is not the first time that we’ve featured the interactive handiwork of Second Story here on entertainmentdesigner.com; in previous articles we’ve taken a look at exhibits they designed for the Museum at Bethel Woods and the Adler Planetarium. With their latest project for Coca-Cola, they’ve come up with even more ways to embed interactive technology in a museum experience.“Second Story: Vault of the Secret Coca-Cola Formula ,” Design Boom, March 25, 2012
The Vault of the Secret Formula experience presents the history behind Coca Cola's secret formula.“Coke Secret Formula Gets 1st New Home Since 1925,” Associated Press, YouTube Video, December 2011“Coke hides its secret formula in plain sight in World of Coca-Cola move,” Atlanta Business News, Leon Stafford, December 2011
Jacquie Wansley, a spokeswoman for the World of Coke, said the exhibit is more interactive than the rest of the facility, with an emphasis on putting visitors in the mystery of the formula... ‘[This] is not about collectibles archived behind glass,’ she said. ‘There is very little of that. This is experiencing Coca-Cola in a new way.’© 2013 Second Story, Inc.