COCA COLA'S FORMAT FOR ARENAS
Concept Design · Retail Innovation
Duration: 2008
Coca-Cola Italia commissioned a high-complexity brief that had previously failed to elicit viable solutions from established architecture and design firms. Operating strictly in an external advisory capacity, Michele Ardoni engaged to conceptualize a revolutionary modular system addressing sustainability, operational efficiency, and brand integration requirements.
Sustainability & Modular Architecture He conceptualized an eco-friendly infrastructure paradigm requiring zero concrete foundations, thereby eliminating environmental impact during installation while delivering significant cost efficiencies. The strategic framework specified self-supporting structures adaptable to diverse terrains, with relocation capabilities enabling maximum operational flexibility.
Advanced Engineering Specifications He provided strategic counsel on materials engineering and structural resilience, advising on the specification of recyclable components including galvanized steel and PVC. The conceptual framework incorporated resistance protocols for seismic events, extreme weather conditions, and vandalism, enabling rapid assembly methodologies that transformed approaches to temporary construction.
Aesthetic & Operational Integration He developed the strategic concept for 360-degree visual customization, elevating the structural visual identity to align with Coca-Cola’s premium branding objectives. Concurrently, he conceptualized the customer flow architecture and operational workflow to optimize staff efficiency and enhance the user experience.
Advisory Role & Strategic Oversight Operating strictly as an external advisor, he developed the proprietary "MontaSmonta" system conceptualization from foundational principles. He provided strategic oversight for prototyping, manufacturing coordination, and deployment sequencing, ensuring seamless execution while final operational decisions remained under Coca-Cola’s direct management.
Result & Market Validation Within an accelerated two-week conceptualization cycle, the project successfully transitioned from a single-unit prototype to a five-unit deployment at San Siro Stadium in Milan. This massive success established the proof-of-concept foundation for Area Consumer, the company subsequently founded by Michele Ardoni to commercialize the system. The MontaSmonta framework established new industry benchmarks and was later licensed to high-profile clients including Disney Channel, Unilever (Algida), and public sector deployments across Europe.
Coca-Cola Italia commissioned a high-complexity brief that had previously failed to elicit viable solutions from established architecture and design firms. Operating strictly in an external advisory capacity, Michele Ardoni engaged to conceptualize a revolutionary modular system addressing sustainability, operational efficiency, and brand integration requirements.
Sustainability & Modular Architecture He conceptualized an eco-friendly infrastructure paradigm requiring zero concrete foundations, thereby eliminating environmental impact during installation while delivering significant cost efficiencies. The strategic framework specified self-supporting structures adaptable to diverse terrains, with relocation capabilities enabling maximum operational flexibility.
Advanced Engineering Specifications He provided strategic counsel on materials engineering and structural resilience, advising on the specification of recyclable components including galvanized steel and PVC. The conceptual framework incorporated resistance protocols for seismic events, extreme weather conditions, and vandalism, enabling rapid assembly methodologies that transformed approaches to temporary construction.
Aesthetic & Operational Integration He developed the strategic concept for 360-degree visual customization, elevating the structural visual identity to align with Coca-Cola’s premium branding objectives. Concurrently, he conceptualized the customer flow architecture and operational workflow to optimize staff efficiency and enhance the user experience.
Advisory Role & Strategic Oversight Operating strictly as an external advisor, he developed the proprietary "MontaSmonta" system conceptualization from foundational principles. He provided strategic oversight for prototyping, manufacturing coordination, and deployment sequencing, ensuring seamless execution while final operational decisions remained under Coca-Cola’s direct management.
Result & Market Validation Within an accelerated two-week conceptualization cycle, the project successfully transitioned from a single-unit prototype to a five-unit deployment at San Siro Stadium in Milan. This massive success established the proof-of-concept foundation for Area Consumer, the company subsequently founded by Michele Ardoni to commercialize the system. The MontaSmonta framework established new industry benchmarks and was later licensed to high-profile clients including Disney Channel, Unilever (Algida), and public sector deployments across Europe.