Coca-Cola Co. has launched Coca-Cola Red Lounges targeting teens in malls in Illinois and Los Angeles.
Lounges opened earlier this month in Chicago-area Westfield Hawthorne Shoppingtown, Vernon Hills, IL, and Los Angeles’ Westfield Topanga Plaza—both owned by Westfield Corp.
The sites are designed for teens, with exclusive music, movie and games programming from FUSE, G4, Sony, ESPN Video Games and Twentieth Century Fox. The lounges have custom-built furniture, a plasma-screen media wall and sound domes. The areas host teen-targeted events and occasional promos awarding prizes to visitors, timed to key shopping periods. Vending machines sell Coke, Sprite, Dasani water and Minute Maid juices.
“Our goal was to design a place where teens can relax in comfort, hang out with friends, socialize and enjoy great entertainment,” said Coke VP-innovation Tom Boyle in a statement. Architect firm The Rockwell Group, New York City, designed the lounges.
The concept builds on the “Coca-Cola Red Room” that was part of the set for American Idol, which Coke first sponsored in 2002. Winners sat on the room’s “Red Couch” for the final episode.
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