Many of the corporate sponsors for London 2012 had a building of some sort inside the Olympic Park. One of my favourites was the Coca-Cola Beat Box.
Designed by up and coming architects Pernilla & Asif, the building is meant to promote the company’s “Move to the Beat” campaign. The whole structure was covered in 230 five-meter-long cushions made of EFTE, a plastic polymer, each one acting like an enormous drum skin that made a musical sound when you touched or waived your hand in front of it.
So all very cool. That and being able to take a picture with either the Olympic or Paralympic torch once you made it to the top. Plus, there was the refreshing drink of coca-cola in commemorative bottle once you made your way back down. So all in all, a great experience and would explain why the lines were typically long. Thankfully they had a batch of lovely dancers/performers who kept everyone entertained while waiting in line.
For more pictures of the Coca-Cola Beat Box, check out my Facebook Album: London 2012 Olympic Park: Coca-Cola Beat Box.