The London store follows the launch of similar retail stores in the US. Visitors will be shopping limited-edition collection drops, experiencing new tastes at the Beverage Bar, and personalizing cans at the customization center.
The store will also feature fashion collaborations with UK based and global designers such as Soho Grit, Alma de Ace, BAPE, Herschel, Staple, BE@RBRICK, and more.
The launch will be supported by a targeted media campaign, including proximity OOH, geo-targeted social, and a takeover of Covent Garden Tube Station exits.
Michelle Moorehead, Vice President of Licensing and Retail, The Coca‑Cola Company said: “We have opened the doors in London to our first new concept store in Europe. This store is a chance for us to provide our fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks. 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.”
Coca‑Cola Great Britain is responsible for marketing 20 brands and over 80 products to consumers across Great Britain. The company’s packaging is 100 per cent recyclable and it has a global goal to collect and recycle every one of its bottles or cans by 2030.