7/26/2012

Coca-Cola Beatbox


Coca-Cola's iconic pavilion for the Olympic Park was unveiled at a private view event ahead of the official opening of the London 2012 Olympic and Paralympic Games on Friday July 27th.  

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 Beat TM – that aims to connect young people to the Games by bringing together their passions for music and sport.


The giant crystal 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 the ascend the exterior of the pavilion, remixing 'Anywhere in the World', the uplifting track features 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 ad 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 Game times 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 recognize 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.