The visit starts already in the museum lobby. Here you will find yourself watching a movie that traces the history of the drink, summarized in a series of fundamental stages for the evolution of this brand. The room is decorated with numerous Coca Cola bottle-shaped sculptures, all with different decorations, which were made on the occasion of the 1996 Olympic Games in Atlanta. Each represented the culture and traditions of a competing country and the artists from each participating nation.
The route continues in the "Milestones of Refreshment" exhibition galleries, where we start from the reproduction of Jacob's Pharmacy, the place where Coca Cola was invented by the pharmacist John Pemberton in 1886 and where it was distributed, on tap, as if it were a medicine. Because this is what Coca Cola was actually: a herbal remedy to combat tiredness and headaches. In practice it was a sort of ancestor of modern energy drinks. From here we trace the history of the drink right up to the present day, passing through the first exports abroad and the birth of the bottle, which was designed precisely to make the product unmistakable, distinguishing it from the many imitations created over time. Staying on the subject, the "Bottle Works" room shows the bottling phase of Coca Cola, with the same machinery used in the factories which, however, operate at a slower pace to allow visitors to observe each passage well.
Leaving this exhibition, you are in front of the "Vault of the Secret Formula" vault, which is the place where the formula, which the company claims to be secret, is kept safe. In reality the ingredients are known, except for the natural flavors, whose unknown composition gives Coca Cola its unique and inimitable taste. In this room you will know the origins of the secret formula, the attempts to imitate it, one above all Pepsi, and the various myths and legends born around this magical recipe. Thanks to interactive attractions you can have fun creating your own recipe, combining flavors and aromas as did the pharmacist Pemberton. Another fun experience is the Bubble-izer, which will "transform" you into one of the many bubbles of Coca Cola and you will find yourself immersed in the drink; you can have fun dancing or making funny faces and at the end you can take a picture.
Approaching the interactive wall "Coca Cola Portrait Wall", a geographical map comes to life that shows the beneficial initiatives in which the company is engaged in the world, from scholarships for students to water purification programs in Africa. And last but not least, a shot together with the favorite of the children, the polar bear that for 70 years has repeatedly appeared in the Coca Cola advertisement! You can take a photo with your car or be photographed by the staff and then go to the store for collection.
The entire itinerary of the museum develops on the theme of happiness and to celebrate this mood, the Coca Cola Theater theater hall continuously transmits a 6-minute movie entitled "Moments of Happiness" in which the protagonists are people of different ages, origin and culture that are taken up during their moment of happiness: there are those who launch themselves with a parachute for the first time and those who receive a surprise from their better half. The message is clear: a sip of Coca Cola is a moment of happiness to share, with family, friends and the better half. In the museum there is also a 4D cinema where you will make a really fun journey to "Search for the Secret Formula", as the film's title announces. Certainly one of the (little) secret ingredients that led to this formula's success is marketing, which explains why the pharmacist Pemberton never got rich and found himself forced to sell his magic recipe to pay off the debts. But the artists who were inspired by the brand and whose works are exhibited in the exhibition "Coca Cola in Pop Art" also contributed to the success: among them there are Andy Warhol, James Rosenquist and Elena Zolotnitsky.
But the beauty comes to an end: in the “Taste it” room you can try over 100 types of drinks, including varieties of Coca Cola and drinks that combine the drink with other drinks. In addition to the Coca Cola Zero and Light that are on sale in Italy, there are variants that are marketed exclusively in the United States, such as vanilla, cherry Coca Cola, etc. and also a large variety of soft drinks sold in the rest of the world from Africa to Latin America. There are no limitations, so you can also taste them all!
Heading towards the exit you go to the gift shop, where you will find really everything: from calendars and books, to kitchen accessories, toys, clothing and much more.
World of Coca Cola – Atlanta
Address: 121 Baker St NW, GA 30313, USA
Phone: (404) 676-5151
Site:
https://www.worldofcoca-cola.com/Location inserted by
CHO.earth