Background
We were asked by Coca-Cola's Presence Director to design and develop a new ‘Point of Sale’ (POS) concept for Chapter and Verse; a shop located on one of the main commuting routes into Dublin city. The location is a key meeting point for office staff at lunchtime and an innovative and prominent visual presence was required. In such a high profile location strong brand presence was considered essential to ensure share of mind when customers are making a purchase decision.

Initial Proposal
Following extensive research of similar locations it was decided that a bespoke ‘Neon display’ would be the most suitable format for ensuring a strong brand presence.

Neon has long been associated with Coca-Cola. It has been used for many of its advertisements for over 50 years. While giving a modern fresh look to the brand there is also a strong historical relationship, emphasising the provenance of the brand.

One of the challenges was not only to appeal to pedestrian traffic but also to vehicular traffic.

An internally illuminated light box or other point of sale would not meet these requirements due to the static nature of the image so animated neon
was proposed instead.

A proposal was presented to Coca-Cola which included the following:
1. An animated movie that showed the flashing sequence of the Neon
2. A digital representation of the location with the neon superimposed in situ.
3. A full costing for the design, manufacture and installation of the POS.