The building – to be known as the Coca-Cola Beatbox – is designed to act as a musical instrument, an idea in keeping with the fusion of music and sport at the heart of the company's London 2012 campaign.

Judging by the new images, the pavilion – designed by Pernilla & Asif (Pernilla Ohrstedt and Asif Khan (pictured)), an emerging London practice – will look as different from a standard rectangular box as it is possible to imagine.


Indeed, sharing the same red and white colour scheme as a can of the group's flagship product, it looks a bit like all the pieces for a new building have been delivered to the Olympic Park and left in a pile to be sorted and assembled.

The company says the creative concept will enable visitors to "play" the pavilion "through interacting with sounds embedded within the architecture itself".

Olympic pavilions are used for a form of marketing known as "showcasing", whereby sponsors use purpose-designed venues, usually adjacent to Olympic arenas, to showcase their company's products and ethos.

Specialists expect London 2012 to set a new standard for showcasing – a view likely to be reinforced by the new images.

Music is integral to Coke's London 2012 campaign.


The company asked Mark Ronson (pictured) and Katy B to write a new song, Anywhere in the World, that incorporates some of the rhythms and sounds produced by athletes as they perform.

The song will be available for download in May.

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