Coca-Cola B2B Experience Centre by dan pearlman: CX Design

What happened

Berlin-based experience design agency dan pearlman has completed a next-generation Customer Experience Centre for Coca-Cola, creating a dedicated physical space designed to immerse visitors — including trade partners, clients and internal stakeholders — in the brand's world. The centre functions as a showcase environment where Coca-Cola can demonstrate its portfolio, values and commercial proposition through curated, hands-on experiences rather than conventional presentations.

The project reflects a broader shift among major consumer brands away from passive showrooms toward actively designed experience environments. Dan pearlman, known for large-scale retail and brand experience work, applied its spatial storytelling methodology to translate Coca-Cola's brand identity into an interactive, multi-sensory setting intended to deepen emotional connection and drive business conversations.

Why it matters

For CX and service-design practitioners, this project is a clear signal that B2B customer engagement is catching up with the experiential standards long set in consumer retail. Coca-Cola is not selling directly to the public through this centre — it is selling to partners and buyers, which means the experience is engineered to shift perception, build trust and accelerate commercial decisions. That is behavioural economics in physical form: environment design used deliberately to reduce friction, prime positive associations and make the brand's value proposition felt rather than merely heard.

The investment also underscores the growing recognition that the space in which a pitch or relationship is conducted is itself a communication. When surroundings are intentionally designed, they do persuasive work that no slide deck can replicate — anchoring mood, signalling seriousness and creating memorable episodes that linger in stakeholder memory long after the meeting ends.

The Renascence take

Most organisations reading about this will file it under "nice brand activation" and move on. That would be a mistake. What Coca-Cola and dan pearlman have built is closer to a behavioural intervention than a marketing suite — and the principle scales well beyond global FMCG budgets.

The real insight here is that experience design is sales infrastructure, not decoration. Brands obsess over digital customer journeys while leaving their physical B2B touchpoints — showrooms, briefing centres, partner visits — to chance. Every environmental cue in a meeting space either builds or erodes confidence in your offer. A customer-obsessed operator should audit every space where a consequential conversation happens and ask: does this room do persuasive work, or does it make our people work harder to compensate for it? The answer usually reveals a significant, low-hanging CX gap.