The KO Lab of Coca-Cola in Belgium is one of three in the world, alongside Atlanta and Shanghai. It’s the customer collaboration and innovation center for the EMEA region, designed to be a strategic and inspirational platform.

In 2025, Coca-Cola refurbished the KO Lab to strengthen collaboration and engage customers with the company’s latest advances in innovation on product, equipment, packaging, execution and sustainability. Designed as a co-working and presentation environment, the KO Lab allows small groups—including PR teams, partners, and innovators—to explore everything from packaging to product placement in real-world scenarios.  WeWantMore was brought in to reimagine the customer journey, focusing on two pivotal areas—the entrance and the Sustainability Room—ensuring every touchpoint represents Coca-Cola’s forward-thinking approach and creates an inspirational brand experience.

Transforming the Entrance and Collaboration Spaces

Previously, the KO Lab entrance was rarely used, serving mainly as a space for presentations at the start of each session. The redesigned entrance now maximizes its multifunctionality: alongside the “setting the scene” presentation on a new LED screen, the area supports informal breakout discussions, sparks Coca-Cola-inspired creativity, and features an informal Costa Coffee corner.

The circular sofa naturally guides visitors through the space while encouraging interaction among those seated. High tables provide a spot for informal meetings, allowing people to connect over coffee or a soft drink after being inspired in one of the other rooms. The colour strategy—light wood, pale green, and white walls—combined with varied textures of fabric and gloss reinforce the space’s dynamic character.

One standout feature is the interactive heritage wall, where WeWantMore replaced static displays with semi-transparent panels layered with Coca-Cola’s iconic red swoosh. The installation offers two distinct experiences that celebrate the brand’s legacy. On one screen, visitors can pick up heritage items from the shelves and tap them against NFC tags to instantly access stories and information about each item. 

On the other screen, five classic Coca-Cola bottles showcase the evolution of the brand’s bottle design over time. When lifted, each triggers a custom video narrative produced by WeWantMore, illustrating how that bottle’s design has transformed through the decades. This dual approach creates a layered experience that deepens visitors’ connection to Coca-Cola’s heritage and ongoing design innovation.

The Sustainability Room: Flexible, Immersive, and Responsible

One of the hubs designed to inspire visitors is the new Sustainability Room, the first of its kind within the Coca-Cola ecosystem. Designed for intimate gatherings of 5–10 people, the space is highly flexible, adapting to different activities, and group needs.

A cocoon-like arrangement of semi-translucent sliding panels provides privacy for presentations while keeping the space visually open. The panels can be moved or flipped to reveal different information, reconfigure the layout, or hide specific areas, making the room highly adaptable. The sustainability wall features an interactive moving screen that displays Coca-Cola’s innovative approach to sustainability. Every design element—from flooring to curtains—was selected for its recycled or recyclable qualities, reinforcing the company’s commitment to environmental responsibility.

By rethinking how visitors experience the KO Lab from the moment they walk in, WeWantMore created a space that not only honors Coca-Cola’s history but also immerses guests in a brand experience that showcases the company’s commitment to innovation and sustainability.