Coca‑Cola reveals spectacular Olympic Park pavilion that will inspire visitors to Move to the Beat of London 2012
The Coca‑Cola Beatbox – the building with a beat – fuses groundbreaking architecture with music and sport to celebrate inspirational young people
London, Thursday 19 July 2012: Coca-Cola has today 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.”
Asif Khan and Pernilla Ohrstedt, said:
“The Coca-Cola Beatbox is our largest commission so far and we’re thrilled to have the opportunity to showcase our distinctive brand of architectural design at London 2012. We have created a structure that fuses architecture, music, sport and technology in a completely unique way. The beat will draw people in and allow them to personally experience sports through sound away from the main Games venues. Coca-Cola has really allowed us to push the boundaries and we’re looking forward to unveiling the pavilion to the world when London 2012 opens its doors next week.”
Visitors will enjoy spectacular views of the Olympic Park from the top of the Coca-Cola Beatbox. The ramp then plunges down into the heart of the pavilion which will feature an interactive light installation.
Within the Coca-Cola Beatbox pavilion visitors will discover Jason Bruges Studio’s Aerial Dynamics installation. A living, breathing light show that has been designed to emulate the energy released when a bottle of Coca-Cola is served and shared. 180 bespoke mechatronic ‘bubbles’ glow rhythmically in time with Mark Ronson’s track. Controlled with individual code, each bubble has eight polypropylene blades that fold in on themselves. Special sensors embedded in the three ‘cheers in celebration’ kiosks at the base of the Beatbox detect when Coca-Cola bottles are clinked together, triggering the blades and bubbles to glow with red and white LED lighting. These light patterns become increasingly intricate as the number of participants grow.
Jason Bruges, Creative Director, Jason Bruges Studio, based in Hackney, said:
“Our installation captures the celebratory aura that surrounds the Games and is itself a living, visual, dynamic performance. We worked closely with students Coca-Cola chose from the Royal College of Art who helped create the final design through a series of design workshops. A unique mix of architects, lighting designers, industrial designers, programmers and engineers have all collaborated to bring this extraordinary installation to life.”
The Coca-Cola Beatbox was brought to life at the private view event by young performers from across London boroughs. These talented young people from part of a group of 300 who have been selected to perform within the Olympic Park and London’s Hyde Park following six month audition process with the support of the interactive theatre company London Quest. Whether it’s re-enacting a medal winning performance or encourage visitors to recycle they will help to bring the magic of London 2012 to life in the Captial.
Tim Morgan, Director of London Quest, said:
“We at London Quest have thoroughly enjoyed the last year working in partnership with Coca-Cola. In awarding us a theatrical consultancy contract for their Olympic Games showcasing activity, Coca-Cola has given us a massive opportunity to promote our company to the world and it’s great to know that we have helped to give some very talented young performers a once in a lifetime opportunity to shine.”
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For further information, please contact Blue Rubicon on behalf of Coca-Cola:
Fleur Wylie, Katie Gosden: 020 7260 2700 email@example.com or firstname.lastname@example.org
High resolution photography is available on request, taken by Nick Hufton of Hufton & Crow.
Notes to editors
About Coca-Cola Future Flames
Coca-Cola is using its sponsorship of the London 2012 Olympic Games to shine a light on the best of the nation’s youth by recognising, rewarding and inspiring the young people who use their passions to help make a positive contribution to their communities. As a Presenting Partner of the Olympic Torch Relay, we are rewarding those who have made a positive contribution to their local communities and the environment with a once in a lifetime opportunity to carry the Olympic Flame.
As part of Coca-Cola’s Future Flames campaign, Coca-Cola has spent two years bringing together the best of the UK’s emerging young talent. The result is a cast of talented young people – the Coca-Cola Beat Collective – who will help Coca-Cola bring London 2012 to life in London.
The Coca-Cola Beat Collective started with emerging talent from the experimental theatre company London Quest, The Architecture Foundation who administered a commission process to select a young designer for Coca-Cola pavilion and the Royal College of Art whose students helped bring ideas forward for technology. Now the Coca-Cola Beat Collective comprises a handpicked cast of over 300 dynamic young performers – the vast majority of whom have been selected from the six Olympic boroughs – who will bring to life the activation plans and inspire and excite visitors throughout the Games.
From designing the Coca-Cola Beatbox, to creating Coca-Cola’s 182 Olympic pin badges, and delivering spontaneous performances at the Olympic Park and London’s Hyde Park, together the Coca-Cola Beat Collective will dazzle and amaze visitors. As a collective, they will deliver an extraordinary experience that will add to the magic of London 2012 with an emphasis on celebrating young people who live positively.
About Coca-Cola and the Olympic Movement
The Coca-Cola Company has been continuously associated with the Olympic Games since 1928 – longer than any other corporate sponsor of the Olympic Movement. The Company works with National Olympic Committees in more than 200 countries to help athletes train and compete. Products of The Coca-Cola Company refresh athletes, volunteers, officials and spectators during the Olympic Games. The Coca-Cola Company is the exclusive non-alcoholic beverage provider to the Olympic Games through to 2020.
About Asif Khan & Pernilla Ohrstedt
Asif Khan and Pernilla Ohrstedt are a London based design collaborative with a unique approach defined by design innovation encompassing creative direction, and experimental architecture.
Asif Khan (b.1979, UK) and Pernilla Ohrstedt (b.1980, Sweden) met while studying architecture at the Bartlett School in London. They have since collaborated on numerous experimental works such as Future Memory Pavilion (2011) a joint commission by the British Council, The Royal Academy of Arts and the Preservation of Monuments Board, Singapore, and the 2011 Christmas window installations for cutting-edge Parisian fashion store Colette. Drawing upon their diverse experience from art, architecture and design Asif Khan and Pernilla Ohrstedt’s radical and innovative collaboration always operates at the cutting edge through both commissioned and self-initiated projects. www.pernilla-asif.com
Asif Khan was born in 1979 in London, England. He was awarded ‘Designer of the Future’ by Design Miami in 2011, ‘Breakthrough talent of the year’ 2011 by FX Magzine and was ‘Designer in Residence’ at the Design Museum London, 2009-10. He was cited by the Hospital Club as one UK’s 100 most influential creatives in 2010.
He studied Architecture at the Bartlett School, University College London and was a scholar at the Architectural Association, London, graduating with prizes from both. His studio’s work, described in Abitare as “wildly inventive” crosses architecture, industrial design and furniture, particularly projects which combine these in new and unexpected ways.
Notable projects from his include West Beach Café, Littlehampton (2008), Tetra Light (2007), Swivel for Danese Milano (2011), Cloud (2011), Harvest (2010), and furniture for primary schools in Malawi with Magis for the Clinton Hunter Development Initiative (2009-12). Asif has exhibited at MoMA, Design Musuem London, MAXXI Museum Rome, Milan Triennale Deisgn Museum, Idée Tokyo Midtown, Sawaya & Moroni, Milano Salone ‘Satellite’, 100% Design Tokyo and London Fashion Week and has been featured widely in national and international press and design journals.
Pernilla Ohrstedt was born in 1980 in Stockholm, Sweden. Shortlisted as Emerging Woman Architect of the Year by Architects Journal in 2012, her design output has been largely international, spanning the disciplines of experimental art, architecture and curatorial practice.
Pernilla was educated at Central St.Martin’s and holds a BSc and a Master of Architecture from the Bartlett School of Architecture, University College London where she won the Leverhulme Trust Grant for innovative and interdisciplinary work of outstanding potential and the UCL faculty prize for distinguished work in architectural theory.
She went on to the Storefront for Art and Architecture gallery in New York. Working with Director Joseph Grima, Pernilla was co-originator of Storefront's first international exhibitions program, the Pop-up Storefront series (Los Angeles, Milan, London) whilst producing, designing and curating the gallery's programme and innovative architectural installations. In 2008 Pernilla was appointed to direct the extensive restoration of Storefront and its iconic façade designed by Steven Holl and Vito Acconci.
In 2010 Pernilla was Project Director of the celebrated Canada Pavilion at the Venice Architecture Biennale showing Hylozoic Ground by Philip Beesley. She has edited a major publication about this project. In 2011 she was lead designer for Joseph Grima’s Stazione Futuro, a monumental 4000M2 exhibition in Turin for the 150th Anniversary of the Unification of Italy.
Pernilla is a co-founder of Flock, an international platform for exhibiting cutting-edge female designers. She exhibits regularly at London Design Festival, recent projects include Pandora’s Comb (2010), Iconoclastic Chair (2010) and Light Well Table (2011).
About Jason Bruges Studio
Formed in April 2002, Jason Bruges Studio design and build interactive installations across three key sectors including architecture, art and brands. The company has a design studio and workshop in house; all based in Old Street, London, a hub of the creative and digital industry in Europe. The studio has also recently expanded to include a team based in New York, USA.
Although the studio is based in the UK and USA the company is currently working on projects as far reaching as China, Kuwait, Dubai, Canada, India and obviously the UK and USA. The multi-disciplinary team has grown significantly over the past 12 months and now includes creative architects, lighting designers, electrical engineers, programmers, industrial designers and mechanical engineers. Furthermore, the studio is supported by an experienced, high calibre management team to develop and deliver bespoke projects worldwide.
The studio produces innovative and engaging spaces that connect people with their environment. The studio generates significant press interest and has received several prestigious design awards including The Lighting Design of the Year Award for Platform 5 and more recently have been nominations for The Brit Insurance Design of the Year for both Mimosa and The Green Box Project.
Jason’s architectural training brings environmental awareness and technical skill to the direction of all the studio’s creative projects. He worked for Foster + Partners and Imagination before establishing the studio. The team’s vision, passion and desire to find groundbreaking creative solutions are clearly evident in the studio’s work.
About London Quest
London Quest is a critically acclaimed Interactive Theatre company comprised of storytellers and event organisers. The company develops interactive theatre for entertainment, business development and brand engagement.
They worked as theatrical consultants with Coca-Cola, developing their showcasing activity for the Olympic Games in 2012. Other experiential marketing activity includes campaigns for BP, Nike and Sport Relief.
London Quest have designed and delivered interactive teambuilding programmes for companies such as Delloite, Ernst & Young, McKinsey & Company, BlackRock and Freshfields.
They have produced transmedia projects for the London Film Festival and their work with Power to the Pixel has attracted attention from both broadcasters and national media.