Coca-Cola Light is the sponsor of ARCO, the International Contemporary Art Fair that opens today in Madrid, and for celebrating it they have made a special edition of their classic bottle. It is made of aluminium with a pearl white background and has two of the most representative icons in Arco: a red circle that indicates when a work has been acquired and a label that describes the work, including the tittle, measures and the technique used. I really enjoy this kind of works where a brand reduce its image to the minimum expression.
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Brand Spirit is a singular project developed by Andrew Miller, with which he describes: Every day for 100 days, I will paint one branded object white, removing all visual branding, reducing the object to its purest form. I can purchase each object for less than $10, it can be something I own, something another person gives me, or something I find. It is really rather surprising how many brands are so easily recognizable by its products (Coca-Cola) and how they become aspects of our daily lives (American Express), or in the symbol of a generation (Nintendo), or a profession (Moleskine).
Coca-Cola wants to make it easier to recycle. So it makes perfect sense that they are turning bottles into chairs. Coca-Cola and furniture manufacturer Emeco partnered to re-engineer the original aluminum Emeco Navy Chair and develop the 111 Navy Chair. The 111 Navy Chair, which is less than 13 pounds, is composed of 111 recycled plastic bottles. Not a bad PR move. And apparently, Coca-Cola’s environmentally-friendly move requires three million plastic bottles recycled annually to develop Emeco’s chair. Learn what other designers, architects and creative professionals think about the 111 Chairs project. Keep recycling the little plastic bottle as a resource for future use. Either way, it’s a good bet I’ll stick with water. What can you build with 35 chairs? Ligne Roset’s Christmas tree includes 35 chairs of La Pliée by M-A Stiker-Metral. Whishing you all a very Merry Christmas.