Expo Milano 2015 _ Coca-Cola Pavilion _ May 6th, 2015
Exhibit opening for 100th Anniversary of iconic Contour Bottle
Coke It's Me!
Daniele Basso - Italy - 2015
100th Anniversary Contour Bottle celebrating sculpture on show at Expo Milano 2015
diameter 60 cm about, 180 cm high - 140 kg
stainless steel mirror polished by hands, Aluminum Coca-Cola recycled cans and naval wood.
100% eco-sustainable and recyclable, virtually unbreakable and eternal. 100% Made-in-Italy.
"Coke It's Me" is passion and happiness. A precious ice mirroring diamond surrounds Contour with eternity. Twists and turns, lights and shadows move around disclosing the many faces of reality. It is the Coca-Cola World that comes to life with all of us reflecting in it. It is Coca-Cola’s tangible THANK-YOU from Italy to the entire world.... to everybody for our success and your warm affection. To all of us that everyday choose it and virtually are Coca-Cola.
Art and Sustainability.
Developed digitally and aesthetic expression of the new technologies and the internet, yet fully built manually, this artwork confirms the supremacy of man’s creativeness versus the machine. The importance of work and territory to give life a meaning. A project born in Atlanta, where managers committed to ethical and moral issues, perceived the attention for man and nature inherent in the work of the artist Daniele Basso, capable of making real the Coca-Cola spirit of innovation and experimentation with a focus on territorial valorization, sustainability and health, for a better future of both our planet and people.
"A presentation at Expo Milano – says the artist Daniele Basso – in the extraordinary Coca-Cola Pavilion perfectly in harmony with the concept of the space where the Contour bottle surprisingly becomes almost a sacred item and where Brand messages become experience that "Coke it’s Me" transforms into sheer emotion and wonder through Art. Made of steel and aluminum (100% eco-sustainable and recyclable), the artwork is unbreakable and virtually eternal. Ceaselessly moving through light. Fully hand-made in Italy, it physically represents the extraordinary longevity of the bottle that not only deeply marked people’s imagination and culture, but has proved an essential brand awareness factor for Coca-Cola, the world’s most popular drink".