Coca-Cola’s “EvolvED” Exhibit Blends Brand Nostalgia with Immersive Tech
The Coca-Cola Company has launched a new immersive experience at its World of Coca-Cola attraction in Atlanta. Dubbed “EvolvED,” the exhibit marks the biggest expansion in over a decade, blending classic brand heritage with cutting-edge digital features to engage a new generation of consumers while honoring the brand’s global legacy.
Spanning 10,000 square feet, the exhibit pushes beyond traditional brand storytelling with multi-sensory elements, augmented reality (AR), and artificial intelligence (AI) integrations. Coca-Cola aims to offer visitors—particularly Gen Z and Millennial audiences—an interactive journey through its past, present, and imagined future.
A key highlight is an AR-powered art wall that lets users remix iconic Coke imagery with modern AI tools. Another attraction, the “Virtual Taste Maker” station, uses machine learning to suggest personalized Coca-Cola drink blends based on individual flavor preferences. These digital touchpoints reflect the brand’s strategic pivot towards experience-driven consumer engagement and increased personalization across touchpoints.
Brand nostalgia remains central. Memorabilia from over a century of advertising, packaging, and product collaborations are curated throughout the exhibit. Original delivery trucks, historic bottles, and global advertising campaigns reinforce Coke’s reputation as a cultural mainstay in over 200 markets worldwide.
“EvolvED” also serves as a soft power tool for Coca-Cola’s sustainability and innovation narrative. The exhibit touches on packaging innovation and future-focused initiatives, signaling the company’s continued investment in circular economy practices and digital transformation.
The launch aligns with broader FMCG trends emphasizing experiential marketing, digital personalization, and purpose-led brand storytelling. As industries increasingly compete for consumer attention through immersive brand experiences, Coca-Cola’s latest move underlines the value of blending emotional resonance with technological innovation.
Open to the public during regular hours at the World of Coca-Cola, the “EvolvED” exhibit is expected to attract both first-time visitors and returning fans. For FMCG stakeholders, the exhibit offers a case study in balancing legacy brand equity with forward-looking consumer engagement strategies.