One of the rooms of the exhibit is given over to a funhouse of sorts that contains an archive of stories about those who have tried to discover the secret of the secret formula, about rival claims to origins, and more. These constitute a collection of rumblings, rumors, gossip, lore, and hearsay about the formula. These stories are printed all over the mirrored walls, which are set at every angle, bouncing images everywhere, even off the mirrors overhead.

Hidden within these mirrored surfaces on the perimeter of the room are six story portals. Emerging from behind the glass, motion graphics videos reveal a computer system scanning through photographs, documents, and artifacts, looking for connections or clues. It’s as if the visitor is peeking at the workings of a giant computer system that has grown up from the early days of Coca-Cola to use every technology from paper clipping file to microfiche to digital archive, but now contains a powerful tool to zoom through all of this material to find what it needs in a moment.

The computer locates a file, and the computer narrates the story while highlighting and analyzing relevant images and artifacts for potential clues to the story’s authenticity. When the story is over, the computer goes back to scanning and searching.