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LabyrinTEA Experience

An augmented reality scene shows a paved garden path enclosed by green walls, covered with projected white flowers and floating green leaves, centered around a large hovering sphere with a floral pattern.

What did the customer ask for?

Coca-Cola wanted to launch its new product, the iced tea FUZETEA, with a 4 days special event set in the heart of Milan, offering a brand new and immersive experience for visitors’ all five senses. 

  • Customer
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Coca-Cola is one of the world’s biggest producers of beverages.
A person wearing an augmented reality headset and a gray hoodie stands on a brick path in a hedge garden, pointing at a holographic projection of a large bush of red and white roses surrounded by floating green leaves.
A woman wearing an augmented reality headset views a large holographic projection of a fruit-bearing tree on a brick patio surrounded by hedges.

Solution

FifthIngenium took part in the launch of FUZETEA at the Arco della Pace. It was a wonderful, multisensory experience set in a real 200 square meters plants labyrinth, where sensory perception went beyond reality. In LabyrinTea visitors could be immersed in unexpected visions that came to life before their eyes thanks to HoloLens. Using this 3D viewer, every visitor discovered the surprises scattered along the labyrinth’s path and lived a unique and engaging experience for the first time available to the general public. At the end of the walk in the labyrinth, people could finally taste the iced tea. 

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