THE PEAK

To celebrate the Milano Cortina Winter Olympic Games, Coca-Cola created a monumental installation in Piazza del Cannone, Milan, which became the most visited installation in the city during the Olympic period. Titled The Peak, the project stood as a powerful symbol of the Italian Alps, connecting Milan, Livigno, and Cortina through a shared visual and emotional narrative. From the outside, the installation evoked the majesty of the mountains; inside, it unfolded into an experiential journey through alpine beauty, sporting energy, and the adrenaline of the Olympic spirit. We designed the immersive room as an infinity space, combining mirrored walls and LED screens to create a seamless, expanded environment. Within this space, we produced all the video content, developing a unique AI-driven visual language inspired by the aesthetic of Coca Cola and the energy of winter sports. The experience also featured a real-time AI interaction that transformed visitors into stadium fans, placing them at the heart of the celebration and turning their presence into part of the Olympic atmosphere. The result was an immersive encounter between technology, sport, and collective emotion, a space where the energy of the mountains met the excitement of the crowd.