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Vault of the Secret Formula
Taste Maker
Project Group
Client
Date
December 2011Location
World of Coca-Cola, Atlanta, GATags
This interactive combines physical computing and generative graphics and music to give visitors the experience of attempting to create the perfectly balanced flavor profile.
An old soda fountain scene—vintage-style fixtures, fancy advertisements, decorated mirror—is actually the setting for a digital simulation of what it’s like to be a nineteenth-century entrepreneur attempting to mix a new delicious soft drink.
At two side-by-side stations, visitors turn big dials representing the range of tastes: sweet to tart, mild to spicy, silky to sharp, rich and crisp, smooth and tingly. As visitors turn the dials and create different combinations, sometimes turning more than one dial at a time, they see coming from behind the mirror a synesthetic swirl of colorful particles that represent what their own creation might “taste like.”
At the same time, visitors hear their flavor mixture as well. Each flavor has its own music motif, and as they turn a dial, they see and hear the interplay of visuals and sound. What does crisp-tasting look like? What does it sound like? When they press the Test My Mix button, their own combination is submitted to analysis and assessment (which falls short, of course). Pressing the Coca-Cola button creates a new flavor that transcends analysis.
Press & Awards
2012 MUSE Awards, American Association of Museums, BRONZE: Multimedia Installations, April 2012Over 130 judges – museum and media professionals from across the world – were involved in the process of selecting the winners. Winning entries were expected to demonstrate outstanding achievement in nine areas including content, interface, design, innovation and appeal.
“Discover Coca-Cola’s Secret Formula At This Interactive Exhibit By Second Story ,” Entertainment Designer, Brendan Brehm, March 28, 2012Much more than just a heavy-duty vault to stare at, the Vault of the Secret Formula exhibit is an interactive exploration of one of the most notorious trade secrets in the world… This is not the first time that we’ve featured the interactive handiwork of Second Story here on entertainmentdesigner.com; in previous articles we’ve taken a look at exhibits they designed for the Museum at Bethel Woods and the Adler Planetarium. With their latest project for Coca-Cola, they’ve come up with even more ways to embed interactive technology in a museum experience.
“Second Story: Vault of the Secret Coca-Cola Formula ,” Design Boom, March 25, 2012The Vault of the Secret Formula experience presents the history behind Coca Cola's secret formula.
“Coke Secret Formula Gets 1st New Home Since 1925,” Associated Press, YouTube Video, December 2011“Coke hides its secret formula in plain sight in World of Coca-Cola move,” Atlanta Business News, Leon Stafford, December 2011Jacquie Wansley, a spokeswoman for the World of Coke, said the exhibit is more interactive than the rest of the facility, with an emphasis on putting visitors in the mystery of the formula... ‘[This] is not about collectibles archived behind glass,’ she said. ‘There is very little of that. This is experiencing Coca-Cola in a new way.’
Credits
- Executive Producer
- David Waingarten
- Studio Director
- Jen Guibord
- Technology Director
- Thomas Wester
- Content Strategist
- Scott Smith
- Motion Design & Production
- Superfad
- Lead Interactive Developer
- Danny Rosenberg
- Lead Integration Engineer
- Matt Arnold
- Producer
- Kate Wolf, Alyssa Glass
- Production Coordinators
- Jen Dolan, Michael Neault
- Technology Coordinator
- Sam Jeibmann
- Sound Designer & Engineer
- Jason Wells
- Creative Collaborator
- Donna Lawrence Productions
- Exhibition Design
- Gallagher & Associates
- A/V Systems Integration
- Electrosonic
- Technical Design & Direction
- Romeantics
- Lighting Design
- Available Light
- Fabrication
- Lexington
- General Contractor
- New South
© 2012 Second Story, Inc.Project Group
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