Coca-Cola plans anniversary pop-up bar

Coca-Cola will be celebrating the 100th anniversary of its 'Contour bottle' at a pop-up bar in London's Soho this week (19-21 March).

Coca-Cola celebrates 100 years of its bottle (Coca-Cola)
Coca-Cola celebrates 100 years of its bottle (Coca-Cola)

The pop-up promises to transport visitors back to 1915, when the iconic glass bottle was designed. Inside, the bar will be decorated with historic artwork from the brand and feature a period interior design.

Coca-Cola will also be hosting live, contemporary entertainment at the venue on Greek Street, which will be open until 8pm for three days.

The London pop-up is part of a wider, global experiential campaign developed by the soft drinks giant. The High Museum of Art in Atlanta, USA, is currently hosting The Coca-Cola Bottle: An American Icon at 100, a four-part exhibit featuring more than 100 original bottle-inspired artworks.

Two separate touring art exhibitions entitled The Coca-Cola Bottle Art Tour: Inspiring Pop Culture for 100 Years will also aim to take consumers on a multi-sensory journey celebrating the glass shape. Visiting 15 counties in South America, the Middle East, Africa, Asia and Australasia, the tour will travel a total 62,000 miles throughout 2015.

Fans of the drink will enter the exhibition through a sensory tunnel, before screens visually transport them into the "effervescence of a freshly-opened Coca-Cola". Consumers will be able to run their hands along a chilled Contour Wall to fully experience the texture of the iconic bottle.

The Perfect Serve theatrical experience will reveal contour bottles hidden in wall insets and a second set of lights will reveal bottle openers. Visitors will be encouraged to pop the cap of the drink, triggering the start of a video about its history.

Finally, guests will be guided into a gallery space inspired by the curves of the contour bottle.

More Coca-Cola activations: In pictures - Coca-Cola Christmas truck tour

Coca-Cola and Will.i.am host Ekocycle launch event

London Eye activation could ward off Coca-Cola criticism

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