Each year, over a million people visit the World of Coca-Cola. Our team was tasked with creating an experience that could offer visitors excitement and engagement without unwelcoming queues or overcrowding. In response, our team analyzed existing visitor flow, experiential pain-points, and developed a design approach that deeply considered how each beat of the experience could pulse visitors through the space at a consistent and intuitive pace.

The new Scent Discovery Experience at the World of Coca-Cola takes each visitor on an exploration of this unique brand history and human memory. Local Projects was engaged to transform an existing 1,000 sf space into a stimulating journey where scent becomes the vehicle for visitors to unlock personal memories, create new ones, and broaden their understanding of Cola-Cola’s unparalleled past, present, and future.

Every Scent Takes You Somewhere: Visitors begin their journey by exploring The Scent Library, an interactive installation featuring scents (both familiar and exotic) from around the globe. As visitors take in each scent and guess its unique origins, their senses are transported to unexpected corners of Coca-Cola’s brand history and product line. Each scent is also an opportunity for visitors to unearth olfactory memories from their own lives, inviting them to consider what role scent plays in our personal history.

Step into Coca-Cola History: Visitors begin their journey by exploring The Scent Library, an interactive installation featuring scents (both familiar and exotic) from around the globe. As visitors take in each scent and guess its unique origins, their senses are transported to unexpected corners of Coca-Cola’s brand history and product line. Each scent is also an opportunity for visitors to unearth olfactory memories from their own lives, inviting them to consider what role scent plays in our personal history.

Explore the Iconic: Visitors are then transported inside the iconic Coca-Cola bottle. Standing within walls that evoke smooth glass and beneath a gleaming chandelier of carbonated bubbles, visitors breathe in the world-famous scent of a freshly opened Coca-Cola. In this way, all the experiential pleasures of drinking a Coke become physical and tangible in the space so that visitors can celebrate them in a surprising new way.

Travel to the Unknown: As the final step in their journey, visitors step into an immersive, gamified experience that invites them to test their newly-evolved senses alongside other visitors. Friends, families, and strangers gather together at interactive gaming stations where they participate in a scent guessing game, guided by a Coca-Cola ambassador. Each correct answer unlocks a vibrant, evocative, and surreal visual landscape that invites visitors to expand their imagination of where scent can transport them in the future.