LONDON On Thursday, Coca-Cola unveiled its pavilion for the 2012 London Olympics, a structure built on the grounds of Olympic Park, the main site for the games. The building, conceived by young architectural duo Asif Khan and Pernilla Ohrstedt, is dubbed the Beatbox and is designed to be a large-scale musical instrument that emits sounds and music as visitors interact with designated areas.
Notably, Khan and Ohrstedt's design for the pavilion lacks visible logos for the international beverage giant, with Coke's identity played out through the use of color. The striking, crystal-looking exterior is formed by 200 interlocked red and white translucent polymer panels, which are embedded with audio, lighting, and sensor technology. As people ascend a spiral ramp inside, gestures and movements will trigger recordings to play, remixing the anthem “Anywhere in the World,” created by DJ Mark Ronson and singer Katy B. for Coca-Cola's Olympic campaign. The sounds include heartbeats, shoes squeaking as an athlete runs, and arrows hitting a target.
The ramp takes visitors to the rooftop of the Beatbox before leading down into the center of the structure, where the brand has set up a light installation from Jason Bruges Studio. Titled “Aerial Dynamics,” the interactive piece involves 180 mechanical and electronic “bubbles” that react to Coca-Cola bottles being clinked at three kiosks as well as the music track by glowing with red and white LEDs.