Videos projected on cascades of water at the entrance and exit of the building, a roof created in keeping with standards of sustainability. The Coca-Cola pavilion designed by the architect Giampiero Peia (Peia & Associati) and the psLIVE Brand Experience agency has the size of a basketball court: at the end of the Expo, it will have a second life as a space for physical fitness, to benefit the local community.
The pavilion is a good representation, with its architecture and its program, of the history of this brand, always associated with a cheerful atmosphere of sharing, fundamental factors to enliven the visit to the Universal Exposition. Visitors are offered an engaging, educational experience of great impact.
The pavilion forms the setting in which the company narrates its model of sustainability based on the promotion of active lifestyles and a balanced diet, innovation of products and packaging, and environmental protection. The theme Feeding the Planet, Energy for Life represents the pursuit of a balance between man’s need for food and available resources: Coca-Cola has always worked to create stronger, active, healthy communities, protecting the planet also through a model of cooperation between institutions, private business and the civil society.