World of Coca-Cola

World of Coca-Cola. It is a museum and corporate brand experience located in Atlanta, Georgia, dedicated to the history and global culture of The Coca-Cola Company. The attraction showcases the iconic Coca-Cola beverage through interactive exhibits, historical artifacts, and a vast tasting experience of products from around the world. Since opening in its current Pemberton Place location in 2007, it has become one of the most popular tourist destinations in the Southeastern United States.

History

The original iteration opened in 1990 at Underground Atlanta, conceived as a way to tell the story of the Coca-Cola formula invented by John Stith Pemberton. Following significant corporate growth and the success of nearby attractions like the Georgia Aquarium, the company decided to construct a larger, state-of-the-art facility. The current building, designed by the architectural firm TVSdesign, opened on May 24, 2007, as a centerpiece of the Pemberton Place development, named for the founder. This move coincided with the renovation of the adjacent Centennial Olympic Park, an area revitalized after the 1996 Summer Olympics. The museum's location reinforces Atlanta's identity as the global headquarters of The Coca-Cola Company.

Exhibits and attractions

The experience begins in the Coca-Cola Loft, which displays a collection of historical advertising art and memorabilia. Key exhibits include **Milestones of Refreshment**, a chronological journey featuring artifacts like early Coca-Cola syrup jugs and a restored 1939 Chevrolet delivery truck. The **Bottling Works** exhibit simulates a modern bottling line, demonstrating the process from filling to capping. Another highlight is a dynamic, multi-sensory show in the **Happiness Factory Theater**, based on the popular animated television commercials. Throughout, visitors encounter famous advertising icons, from the Coca-Cola Santa Claus paintings by Haddon Sundblom to the Polar Bears created by Ken Stewart.

Vault of the Secret Formula

This highly themed area is dedicated to the legendary protected recipe for Coca-Cola Classic. The experience is presented as a high-security journey, where visitors navigate through a series of immersive rooms with interactive displays about the formula's history and mythology. References are made to the custodians of the secret, including former company president Robert W. Woodruff, and the infamous New Coke product launch of 1985. The climax is a dramatic presentation in front of the actual vault door, which is said to house the legendary recipe, playing on the mystery famously guarded since the tenure of Asa Griggs Candler.

Taste It! beverage lounge

This is the largest section, allowing guests to sample over 100 different beverages produced by The Coca-Cola Company from global markets. The lounge is organized by continental zones, such as Africa, Asia, and Latin America, featuring products like Beverly from Italy, Inca Kola from Peru, and Smart from China. The experience highlights the corporation's vast international portfolio, including brands like Fanta, Sprite, and Minute Maid, illustrating regional taste preferences and the company's marketing adaptations since the era of Ernest Woodruff.

Pop Culture Gallery

This gallery explores the deep integration of the brand into global art, entertainment, and design. It features a rotating collection of artifacts, including original works by artists like Norman Rockwell and items from major film productions such as American Idol. A significant display is dedicated to the iconic Coca-Cola contour bottle, designed by the Root Glass Company, and its influence on Art Deco and Mid-century modern design. The gallery also examines the brand's role in historic events, from being part of rations for soldiers during World War II to its presence at the Olympic Games.

Operations and visitor information

Located at 121 Baker Street NW in downtown Atlanta, it is open year-round except for major holidays like Thanksgiving and Christmas Day. The attraction is accessible via the MARTA rail system at Georgia State station. It operates in coordination with other local institutions such as the Georgia Aquarium and the National Center for Civil and Human Rights, with combination tickets often available. The facility includes a large retail store, **The Coca-Cola Store**, and is a key stop on many city tours operated by companies like Gray Line. Category:Museums in Atlanta Category:The Coca-Cola Company Category:Corporate museums in the United States Category:Tourist attractions in Atlanta