Coca-Cola Teams Up With DressX For Its Fantasy-Inspired Digital Space Dreamland
Forbes | August 10, 2022
America’s most famous export beverage is no stranger to having its iconic logo become clothing. The brand has teamed up with designers and brands such as Marc Jacobs, Tommy Hilfiger, Converse, A Bathing Ape, and more. Now Coca Cola will influence designs donned in the digital world.
Teaming up with designer digital closet pioneer DressX, founded by Daria Sharapova and Natalia Modenova, and Tomorrowland, the futuristic techno rave party based in Belgium, Coca-ColaKO 0.0%KO 0.0% will inspire clothing made to be worn in the Metaverse, presumably at a rave. The partnership is part of a larger initiative by the beverage giant launching as part of its Coca-Cola Creations division called Dreamland. It features DressX styles and Tomorrowland’s Augmented Reality Music Experience. In a release, the brand describes this as “a gateway into a lively, animated world where dreamlike experiences meet the real world. Tapping into the power of the subconscious and the collective passion for exploring our dreams, this new Coca-Cola Creations fantasy flavor invites fans to discover the magic in ordinary moments and dream with their eyes wide open.”
“There’s no better way to bring the fantasy of dreams to reality than with Coca-Cola Dreamworld and our exclusive wearable collection,” said Daria Shapovalova, DressX CEO and co-founder. “We’re thrilled to partner with Coca-Cola and engage fans in a truly imaginative and exciting way!” added Natalia Modenova, DressX COO and co-founder.
While this may all be occurring online, in IRL, a new fantasy, aka mystery flavor, will be available to consumers as of August 15th in both original taste and zero-sugar. The new brew will come in a unique packaging design that will alter the Coca-Cola cans with “whimsical shapes and electric colors to create optical illusions,” also from the release. This new flavor launch follows previous limited-edition offerings, such as a Watermelon Strawberry made by the artist Marshmello.
The release continued to suggest that the mystery flavor “brings to life the playfulness and brightness of dreams and the entire experience will have you wondering if things are real or a dream.” A somewhat bemusing pitch considering the urban legend and actual history of the brown beverage extracted from coca leaves and kola nuts. Moreover, the partnership highlights the importance of consumer product goods to align themselves with fashion and music and to enter the Metaverse prominently. In an earlier interview with this reporter, Modenova cautioned waiting until the Metaverse is decided upon and fixed leaves brands out in the cold. “Now that the digital economy is forming, designers and creatives must participate in setting up these new rules, so the interests of everyone involved are acknowledged. Creatives from fashion and tech must participate in forming this new market.