Coca-cola Design & Branding EMECO 111 NAVY CHAIR (TM)

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Industry Soft Drinks
Media Design & Branding
Market United States
Released April 2010

Credits & Description

Category: Self Promotion
Product/Service: COCA-COLA
Date of First Appearance: Apr 14 2010 12:00AM
Entrant Company: THE COCA-COLA COMPANY, Atlanta, USA
Chairman/Owner: Gregg Buchbinder (Emeco)
Director Of Product Development: Magnus Breitling (Emeco)
Vice President Sales/Marketing: Dan Fogelson (Emeco)
Group Director/Worldwide Licensing: Kate Dwyer (The Coca-Cola Company)
Group Design Director/Global Design Group: Vince Voron (The Coca-Cola Company)
Creative Development Manager/Global Design Group: Matt Allen (The Coca-Cola Company)
Global Business Development Manager/Worldwide Licensing: Kelli Sogar (The Coca-Cola Company)
Merchandise Compliance Director/Worldwide Licensing: Shahab Khosravan (The Coca-Cola Company)
Supervising Paralegal: Joy Vencill (The Coca-Cola Company)
Counsel: Graciela Frecia (The Coca-Cola Company)
Regional Licensing Manager: Jackie Duff (The Coca-Cola Company)
Communications Director: Kari Kerr (The Coca-Cola Company)
Media placement: Furniture - Milan Furniture Fair/Design Within Reach - 12 April 2010

Describe the challenges and key objectives

Creating an recycled PET (rPET) formula that was strong enough for commercial furniture production required specialists at BASF and development of an advanced molding technique. (The gas assist process adds internal structure to the chair while minimizing the amount of material required. The chair body is manufactured upside down in a special core island while a robotic function welds the stretcher into place. The entire mold runs at an elevated temperature to yield optimum surface appearance and color.) The objective was to provide a sustainable, durable solution for 2 of the world’s beloved brands at an affordable price diverting bottles from landfills.

Describe the brief from the client
The Coca-Cola Company asked us to recreate the classic Navy ® Chair using recycled PET (rPET) from their South Carolina recycling plant with a novel recycling technology - continuing Coke’s vision of recovery and reuse by transforming recycled plastic bottles into products that consumers use every day. Coca-Cola wanted to link the chair to its origin, rPET, while demonstrating that something made of recycled plastic can be high quality, long lasting and desirable. The design needed to incorporate both brands' beloved icons. Coke required that the final product transform the way consumers perceive empty plastic bottles by illustrating the value of rPET with beautifully designed everyday products, ultimately encouraging more recycling.

Describe how you arrived at the final design
Replicating the original Navy ® aluminium chair in rPET required a proprietary mix containing 60% rPET. The 111 Navy Chair™ is the only plastic chair with a structural brace below the seat, an important design detail and a key to its durability. The new chair is engineered to pass all commercial structural and fire tests. Inclusion of the brands’ iconic elements was a critical part of the design process. The branding underneath the chair educates without preaching, providing an element of discovery and surprise. The 111 Navy Chair™ delivers distinctive benefits providing sustainable, affordable solutions without sacrificing quality or design.

Give some indication of how successful the outcome was in the market
The 111 Navy Chair ™ will debut in April at the 2010 Salone Internazionale del Mobile in Milan, Italy. The new 111 Navy Chair™ delivers distinctive benefits to customers providing sustainable solutions meeting the demands of today’s consumers without sacrificing quality or design. Design Within Reach (“one-stop resource for customers who are looking for the best in new and classic modern design") will be the exclusive furniture retailer in the US for the first year. Chairs will also be available direct to consumers, universities, restaurants and offices around the world.