World of Coca-Cola Scent Discovery
When the World of Coca-Cola in Atlanta set out to reimagine its guest experience during a broader renovation, Coca-Cola engaged Solomon Group not just as a builder, but as a strategic partner in shaping the future of the brand home. Their priority: to redesign the popular Scent Discovery exhibit — a hands-on, multi-sensory journey that helps guests connect with Coca-Cola through smell, memory, and taste.
From Vision to Experience
Our Chief Experience Officer and Executive Project Director began with in-depth consultations to refine Coca-Cola’s goals: an experience that would be scientifically credible, emotionally resonant, and durable enough for millions of guests each year. Working closely with the client team, we provided owner’s representation, guiding creative and technical decisions to ensure alignment with the larger renovation strategy.
To bring the vision to life, we assembled best-in-class collaborators — including exhibit design leaders Local Projects — to shape narrative frameworks and immersive renderings. Solomon Group then translated this creative direction into a feasible, scalable, and cost-efficient experience, managing everything from technical design and A/V systems to prototyping and testing for high-volume visitor engagement.
An Immersive Journey Through Scent
Launched in March 2023, the reimagined Scent Discovery invites guests to begin in the Scent Library, where five scent categories — citrus, fruity, floral, woody, and spicy — unlock new connections to flavor and memory. By following their noses, visitors uncover unexpected destinations, personal associations, and beverage favorites from around the world.
Strategic Outcomes
For Coca-Cola, Scent Discovery is more than an attraction — it’s a strategic storytelling platform within their brand home, reinforcing the company’s heritage of innovation and sensory delight. For Solomon Group, it was an opportunity to demonstrate the value of a producer-led model, where strategy, creative collaboration, and technical execution come together to create experiences that both inspire and endure.
Photos courtesy of The World of Coca-Cola.
