Design an environment for teenagers to be placed in American malls.
Ethnographic and trend analysis around the behavior of teenagers at malls was researched and used to inspire the final design. The Red Lounge was designed using a ribbed structure to allow for easy modularity regardless of mall space limitations, while still maintaining the same strong brand and experiential presence for Coca Cola.
The full size Red Lounge included elements such as beverage vending machines, gaming zones, a cell phone charging zone, group seating zones and ‘stadium’ seating for promotional events and product launches. In addition to North American activations, the design has been installed in malls around the world in places such as Australia, India and Singapore.