Bricks-and-mortar stores build on the iconic Coca-Cola brand name

“Visitors will experience the ‘Real Magic’ of Coca-Cola, shopping limited-edition collection drops, tasting Coca-Cola like never before at the Beverage Bar, and adding a personalised touch to cans at the customisation centre,” the statement says.

Coca-Cola is well known for its collaborations and fashion partnerships, having worked in the past with fashion brands such as Diesel, Daniel Fletcher, Tommy Hilfiger and Converse.

Launch is supported by targeted local marketing campaigns

The launch of the London store is being supported by a targeted media campaign, including proximity OOH, geo-targeted social, and a takeover of exits at the Covent Garden tube (underground rail) station.

“This store is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks,” says Michelle Moorehead, Vice President of Licensing and Retail at The Coca-Cola Company.

“Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”

Coke has, in recent times, been growing its sustainability strategy efforts by selling products made from recycled materials in the stores.

“The new store is in line with the growing focus on in-person retail experiences to be embraced by all types of brands,” reported the advertising industry publication, Ad Age. “Lego opened a store in New York last October, marrying physical and virtual elements, allowing visitors to scan their Lego creations and incorporate them into a virtual ‘brick lab’ world.”