Today is opening day of the Major League Baseball season. Wait, wait, don’t click away just yet. Despite a desire to spend the next 500 to 750 words going on and on about how great the New York Yankees are going to be this year (with one starting pitcher), how the National League should be contracted (forcing the starting pitchers of the Philadelphia Phillies to be absorbed by the Yankees), and how delicious hot dogs are, it is the predictable and unpredictable natures of the game that I really love and why I can’t wait to watch the games.
Instead of writing about baseball, I have decided to show you pictures from my family’s recent spring break vacation trip to Atlanta, Georgia. Wait, wait, don’t click away just yet. Okay, maybe you should.
Nothing goes better with at a hot dog at a baseball stadium than an ice cold Coca-Cola. (I’m seriously not writing about baseball.) When visiting Atlanta, one of the must-see sights is the World of Coca-Cola. While visiting the museum, or interpretive site, or commercial, or I’m not sure really what it is, I found myself reminded of the feeling when visiting a new Major League stadium. I was also reminded of the power of interpretation. Needless to say, the facility itself was amazing, well designed, organized, beautiful, and worth seeing. Though in some ways it left me wanting more (much like a trip last summer to Nationals Park in Washington, D.C.). I did fill that empty feeling with large amounts of Coca-Cola products at the end of the visit, which helped.
I think it is safe to say that architects, designers, planners, and the Coca-Cola Corporation applied Disney-type techniques into the concept. Staging areas were interesting and gave you something to do while you were waiting, which kept you from feeling like you were waiting.
Open areas in the main concourse gave you plenty of room to play a game of baseball (if so desired). In our case, there was room for my children to run and hide while I was taking pictures of exhibits. In Disney fashion, the Coca-Cola Polar Bear mascot was there for photo opportunities. (You will have to go to the IBD Facebook page to see those images.)
I did find that in many areas of the museum that Coca-Cola was working harder than the Phillies trying to find a closing pitcher to build a meaningful connection between visitors and the product. I found this exhibit well designed and produced, but reaching for meaning. The scale and quality was amazing. When it comes down to it, Coke is really a just a soda that we all love. I can relate to that. My daughter still wants to know why the turtle wouldn’t talk to her.
Here are some other highlights:
Reminder of the “green” features of the gold LEED-certified building were found in several places. (I hope this is the last urinal picture to be put on this blog.) The importance of water in the making of Coke is a secondary theme found through the museum.
I love planned photo opportunities that help set the stage for the experience. This one with Mr. Pemberton (the creator of Coca-Cola; no Paul it wasn’t Dr. Pepper) and my son is positioned well for posing with the museum in the background.
The most successful areas were interpretive in nature. The story behind the creation of the soda were fascinating. As you can imagine red was the color of choice.
I found this exhibit really interesting on how the famous Coca-Cola script became the logo over a century ago and is still used today. The touch screen allow visitors the opportunity to try their hand at mimicking the script. My fingers only draw Helvetica, for some reason.
For some reason, I had a hard time connecting with this exhibit as well.
I have more to share with you from Atlanta and the Coca-Cola Experience, which I will get to next week.
When it comes down to it, you love Coke or you don’t. You love baseball or you don’t. Me forcing it into a post isn’t going to make you love it. The World of Coca-Cola is a tremendous place to visit and is at its best in the areas that just celebrate the power of something that people love and are passionate about, like baseball. Take a 7th inning stretch, I’ll have more next week.