A museum-scale brand moment for a milestone anniversary
In brand experience work, the strongest anniversary executions do not look like commemorations. They look like a reason to step inside the brand world. Coca-Cola’s “Future Room” is a clean example of that approach.
For Coca-Cola’s 125th Anniversary, Istanbul’s creative agency Antilop created a “Future Room” concept, made specifically for the Turkish modern-art museum Santralistanbul. They transformed a section of the gallery into an impressive 90 square meter, 270-degree projection mapping installation.
How the Future Room worked as an immersive installation
The mechanism was spatial immersion. Instead of placing content on a single screen, the installation wrapped the audience in a 270-degree projection environment.
That choice changed the viewing behavior. People did not just watch a piece of content. They entered it, and the room itself became the interface.
Why it landed in a modern-art setting
In a museum context, attention is earned through presence, scale, and craft. Projection mapping fits because it turns a physical space into a living canvas.
By committing 90 square meters of gallery to one experience, the work signaled seriousness. It also made the activation feel like an exhibit, not an ad, which is exactly the psychological shift a heritage brand wants during an anniversary moment.
The business intent behind the exhibition format
The intent was to elevate the partnership between brand and venue, and to position Coca-Cola as culturally fluent rather than purely commercial.
An anniversary is a credibility play. The exhibition format helped translate “125 years” into something contemporary, sensory, and shareable, without relying on nostalgia alone.
What to steal for your next immersive brand experience
- Choose a format that matches the venue. In cultural spaces, experience and craft beat messaging density.
- Use scale as a signal. Large physical commitment communicates importance before anyone reads a word.
- Turn the room into the medium. Immersion works when the environment does the storytelling, not just the screen.
- Make milestones feel current. Anniversary work lands when it shows relevance, not only history.
A few fast answers before you act
What was Coca-Cola’s “Future Room”?
An immersive exhibition-style installation that used large-scale projection mapping to place visitors inside a branded future-facing environment.
What was the mechanism?
Use a wraparound projection space so the room becomes the interface, changing viewing from “watching” to “being surrounded”.
Why is this effective for anniversaries?
It shifts from nostalgia to experience. It gives people a reason to attend now, not just to remember then.
What is the takeaway for brand experiences?
When the space is the medium, design for presence and movement. Immersion creates attention without relying on exposition.
