ATLANTA — For its sixth anniversary, the World of Coca-Cola celebrates The Coca-Cola Company’s history by bringing America’s most beloved brand and greatest illustrator together in one place. Starting today, a new exhibit will showcase the most comprehensive display of Norman Rockwell’s work for The Coca-Cola Company ever assembled. The exhibit features examples of Rockwell’s Coca-Cola work from original paintings to final marketing pieces, including the three Company-commissioned paintings that Coca-Cola now holds and marketing pieces based on the Company’s three missing Rockwell paintings.
To get the celebration started, the World of Coca-Cola also is offering $6 discounted general admission tickets for the first 600 guests today, its sixth anniversary since relocating to Pemberton Place. Each of those guests can purchase up to five discounted tickets and will be among the first to see the American Originals: Norman Rockwell & Coca-Cola exhibit.
From 1928 to 1935, The Coca-Cola Company commissioned Norman Rockwell to create six oil paintings that were developed into a variety of finished marketing pieces. Of those six original paintings, only three are in the Company’s hands today and are now on display at the World of Coca-Cola for the first time. The three original artworks – “Barefoot Boy,” “Out Fishin’” and “Concert on the Steps” – are accompanied by other Rockwell calendars, advertising materials and works that were not used in Coca-Cola advertising.
The other three original paintings, “The Old Oaken Bucket,” “Wholesome Refreshment” and “Office Boy – 4 p.m. – The Pause That Refreshes,” are currently missing from The Coca-Cola Company’s collection. They may be privately owned, or may have been lost over the years. The exhibit displays marketing materials from more than 80 years ago that are based on the original paintings – the only evidence the Company has of the three lost works of art.
“Rockwell’s art captures the American spirit and simple moments in life – which is why his work is such a great match for Coca-Cola,” said Ted Ryan, archives director for The Coca-Cola Company. “The Company only acquired two of these paintings in the past 10 years. Combined with the story behind the missing artwork, this exhibit is quite significant.”
“It’s intriguing to imagine where the missing Rockwell pieces might be,” said Russell Jacobs, general manager of retail and attractions for The Coca-Cola Company. “Who knows – a neighbor, a friend or a grandparent might have one hidden in the basement or attic. They could be tucked away in storage or even displayed in someone’s living room, but hopefully someday we’ll find out.”
The exhibit will remain in the attraction’s Pop Culture gallery until May 2014. Those interested in being among the first to see it can purchase discounted tickets at walk-up ticket windows beginning at 9 a.m. on May 24. The $6 general admission tickets represent a savings of $10 from the regular adult ticket price. These tickets will not be available online, and will only be valid for admission Friday. Regular general admission ticket prices will apply following the 600th transaction.
About the World of Coca-Cola
The World of Coca-Cola has welcomed guests from six continents, more than 75 countries, all 50 U.S. states and the District of Columbia. Join more than 6 million people who have visited the Atlanta attraction and experience the history of the world’s most famous soft drink at the dynamic, multimedia home of the 127-year-old secret formula for Coca-Cola. Get closer than ever before to the vault containing the secret recipe, view more than 1,200 never-before-displayed artifacts and get a behind-the-scenes look at the bottling process. Take a trip around the world in a thrilling 4-D movie experience and tempt your taste buds with more than 100 flavors from around the world before taking home a commemorative glass bottle of Coca-Cola.
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