Coca-Cola has unveiled the Coca-Cola Beatbox, its iconic pavilion for the Olympic Park, at a private view event ahead of the official opening of the London 2012 Olympic and Paralympic Games next Friday 27th July.
The Coca-Cola Beatbox, designed by Asif Khan and Pernilla Ohrstedt, is an experimental fusion of architecture, sport, music and technology that creates a stunning multi-sensory experience. The visionary pavilion has been inspired by Coca-Cola’s global campaign for London 2012 – Move to the BeatTM – that aims to connect young people to the Games by bringing together their passions for music and sport.
Its giant crystalline structure is made up of over 200 interlocked translucent air cushions, each the size of a billboard. Visitors will be able to ‘play’ designated cushions as they ascend the exterior of the pavilion, remixing ‘Anywhere in the World’, the uplifting track featuring sounds of five different Olympic sports created for Coca-Cola by GRAMMY award winning producer Mark Ronson and 2011 Mercury Music Prize nominee Katy B.
Integrated within the 200 cushions is groundbreaking audio, lighting and responsive sensor technology, which has been used by the architects to upload the rhythmical sport sounds into the structure of the Coca-Cola Beatbox. Recordings, which include athletes’ heartbeats, shoes squeaking, and arrows hitting a target will be triggered and remixed by the gestures and movements of an estimated 200,000 visitors during Games time as they make the 200m journey to the pavilion's rooftop.
The pavilion forms part of Coca-Cola’s Future Flames campaign for London 2012, which aims to recognise and reward the best of the nation’s youth and shine a spotlight on emerging talent to inspire other young people to pursue their passions. Coca-Cola appointed London-based designers Asif Khan and Pernilla Ohrstedt following a formal commissioning process administered by the Architecture Foundation. The company wanted to identify the best single emerging talent in British architecture and reward them with a showcase at London 2012, handing over creative control of its pavilion.
Coca-Cola has spent two years working with other partners including the Royal College of Art and interactive theatre company London Quest to bring together the best in emerging talent across design, performance and technology who will all play a role in bringing the pavilion to life during the Games. The result is a pavilion that is created by, embodies and celebrates the passions of thousands of Coca-Cola Future Flames who make a positive contribution to their local communities every day.
Maxine Chapman, Director of Showcasing, London 2012 Olympic and Paralympic Project Team, the Coca-Cola Company, said:
“Coca-Cola’s sponsorship of London 2012 is rooted in celebrating and recognising young people and we’re delighted to give so many young talents the chance to showcase their skills and passions on the world’s stage. Our team of emerging architects, artists, sound and light technicians – led by Asif Khan and Pernilla Ohrstedt – have all played a crucial role in creating a pavilion that is hip, fresh and energetic. The Coca-Cola Beatbox is unlike anything else on the Olympic Park. Over 300 young performers from London will help to bring it to life during Games time, and it will stand as a testament to the millions of young people who use their passions in areas like sport and physical activity, music and dance to spread happiness in communities all over the UK.”