For the conception of the New World of Coca-Cola, which opened in the Center of Atlanta in June 2007, Formavision was commissioned by the Coca-Cola Company to design and curate the exhibition content in two strategic areas of the facility: the central hub and the sampling lab.
For the hub, Formavision created a large-scale mural in collaboration with New York design studio Plus et Plus, representing a lively and abstract projection of the earth. Formavision and Plus et Plus took inspiration from the cartographic legacies of Galileo and Copernicus to re-imagine a map, introducing op-art elements and positive words in various international alphabets. The mural symbolizes the optimistic outlook of the Coca- Cola Company on the world.
The collaboration between Coca-Cola and Formavision went further as Formavision was retained to design the sampling lab, "Taste It!," where people of all ages are invited to sample some of the 400 brands of soft drinks that the Coca-Cola Company produces and distributes around the world. For this room, Formavision collaborated with French illustrators Antoine & Manuel, who created a story based on the cycle of fresh water with a series of murals and videos, developed in collaboration with New York-based digital media studio Tronic.
Formavision is Sebastien Agneessens' curating agency that collaborates with contemporary artists and design studios in the design, development and production of innovative, original art campaigns that capture the imagination, reinforce brand vision, and resonate on an emotional level. Each campaign tells a story unique to the brand it serves. Formavision has produced numerous art and design projects for brands such as Diesel, Lexus, Sharp and Starbucks.
Formavision's founder Sebastien Agneessens declared at the opening that "this project has been particularly important for the agency because of its scale and of its permanent nature," adding that "this the first time that so many people are going to physically see one of our installations."
The nearly $100 million museum is the latest attraction in the tourism and development boom of Georgia's capital city, following the September birth of Zoo Atlanta's new panda, the High Museum of Art's unique exhibit of works from the Louvre and the late 2005 opening of the Georgia Aquarium. It is making a new epicenter for tourism in Atlanta and will draw an estimated crowd of 1.5 million visitors a year.