Transforming the Coca Cola Bottleat

Turner Field, Atlanta GAJuly, 2009

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The Assignment

• It was time to update a 13 year old iconic structure• Transform a landmark thirty eight foot tall bottle at Turner Field,

home of the Atlanta Braves for Coca Cola• The new bottle had to respect the tradition of Coca Cola but also

add the versatility of unique messaging and the ability to work in celebrations relating to a baseball game

• The bottle would be visible both inside the ballpark and from the adjacent highways that pass by the ballpark

• Freeman would handle the bottle’s design, structure, material specification and construction, but needed assistance with the creative lighting elements

• Freeman called on DS&L to assist with lighting design, related electrical considerations, specifications & programming capabilities

The Project

• After making its pitch the Freeman proposal was selected by Coca Cola from the 5 submissions it considered

• The result was a sustainable “green” solution providing the ability to change the programming of the lighting on the bottle

• Dual lighting components would be incorporated into the solution• The first was a custom curved, fully programmable, daytime

brightness, LED sign to conform to the contours of the label portion of the bottle

• The second lighting element was designed to be a dusk to nighttime special effect lighting package

• A wide variety of lighting shows could be programmed to run to change the entire look of the bottle and allow for lighting effects along the ribbed contours of the bottle

The Journey

• Freeman created a modular design made of steel

• Each section was pre-assembled in Texas

• DS&L pre-installed light fixtures at Freeman’s facility

The Journey

• The sections would then wrapped to protect the structure and lighting elements in transport

• Sections would then be loaded on a flatbed for transport to Atlanta

The Journey

• At the stadium the sections would be lifted and put in place by crane

• The sections would then be welded into place so as to be structurally secure to the elements

• Final wiring connections and programming would then be made on site

The Result

• A dynamic 49+ foot bottle visible in the ballpark and from 2 highways

• A daytime lighting solution via a fully programmable custom LED sign for the label section

• A dusk to nighttime changing color light solution to illuminate the interior and ribbing of the bottle

A Successful Collaboration