Coke Spice took over an entire building in the New York City area, transforming it from AWAKE to ALIVE as a visual representation to show you what it tastes like.

We used AI to inspire the exterior and mysteriously transform an ordinary building into an expression of the indescribable Coca-Cola Spiced flavor. Throughout the build-up period of this monumental art installation, it inconspicuously lacked any Coca Cola markings — driving speculation as earned media and organic social activity. Once revealed, the building open as the Spiced Shop, an art experience, where we invited everyone to try the new flavor and create their own visions of the taste of Coke Spiced using generative AI.

Inside, we created ai-enabled smart tasting stations, where guests were prompted with questions that analyzed their impressions of each “first ever” taste to create AI generated art & animations that were display in the gallery alongside campaign visuals in the spiced experience.

ROLE
Associate Design Director, 3D Designer, Experience Designer

Responsible for the interior deign approach, the material selections, the space layout and flow, the initial sketches, working with the 3D artist, sourcing all furniture and props, working with the technical designer to create drawings and lastly working with vendors and reviewing fabrication drawings.