Address: 121 Baker St NW | ATLANTA-GEORGIA | United States | Visit Website
Latitude/Longitude: 33.76274, -84.39266
Marking the 100th anniversary of the modern Olympic Games, the 1996 Olympics was the largest Olympics ever held. More than $2 billion was invested in Atlanta to create a memorable backdrop for the historic event and the 2 million visitors it would attract.
The Atlanta based Coca-Cola Company took a lead role in welcoming the international community. Prior to the Games, the company acquired a decaying site adjacent to Olympic Centennial Park where it created a temporary installation that became a central gathering place for Olympics fans.
Following the Games, Coca-Cola set out to redevelop the 20-acre site with an experience that would both reinforce the Company’s brand and benefit its home city. It decided to relocate its World of Coca-Cola attraction to the site, donate land to house the Georgia Aquarium and future Center for Civil and Human Rights, and dedicate five acres to green space.
Jerde designed the new World of Coca-Cola to tell the Company’s story. Doubling the size of the original attraction, it showcases the world’s largest collection of Coke memorabilia. It also houses three theaters, including a “4-D” theater with moving seats, wind, and water effects; a bottling line; and a tasting room offering samples of 70 products from around the world.
Considering environmental stewardship to be a critical part of its story, The Coca-Cola Company made a commitment to sustainable development. The project’s landscaping, light-colored paving, and low-albedo roof reduce the urban heat island effect. It was constructed from using recycled materials, and most of the construction waste was salvaged. It exceeds energy efficiency requirements by 30 percent and consumes 40 percent less water than standard buildings. Recognizing the new World of Coca-Cola as a high-performance building, the U.S. Green Building Council gave it a Gold LEED rating.
The new World of Coca-Cola, which is expected to attract more than 1 million visitors per year, and its adjoining attractions will contribute a combined annual economic impact of $105 million. It has renewed interest in downtown Atlanta, helping attract 13 new restaurants and fuel 40 acres of development in the surrounding area.
⇒ Architecture Guide to ATLANTA-GEORGIA
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