By launching THE 6TH FLOOR, Coca-Cola Europacific Partners Germany is investing in a next-generation Customer Experience Center that redefines the future of brand engagement, customer communication, and meaningful stakeholder interaction.
Brands that want to engage customers and partners can no longer rely on traditional advertising alone. To create meaningful connections, products, services, and corporate values must become tangible experiences—personal, digital, and emotional at the same time. This is precisely where Coca-Cola Europacific Partners Germany’s innovative Customer Experience Center, THE 6TH FLOOR, comes into play. Located at the company’s headquarters in Berlin, THE 6TH FLOOR introduces a new generation of hybrid communication spaces where technology, storytelling, and direct interaction converge. Rather than functioning as a conventional presentation venue, the space creates an immersive brand environment that strengthens customer relationships, showcases innovation, and fosters meaningful dialogue with customers and business partners. The concept, design, and realization of the project were developed and delivered by dan pearlman.
A Future-Oriented Strategy
The reality is simple: people remember experiences far more vividly than traditional advertising messages. As a result, leading global brands are increasingly investing in places where products, services, corporate culture, sustainability initiatives, and innovations can be experienced firsthand. Modern Customer Experience Centers such as THE 6TH FLOOR create exactly this emotional connection between companies and their audiences.
At the same time, Coca-Cola is responding to rapidly changing communication habits. Hybrid events, digital audience expansion, livestreaming, and content production have become essential components of modern communication strategies. Through integrated studios, professional media technology, and flexible event spaces, content can be produced and distributed simultaneously to on-site and global audiences. This positions the Customer Experience Center as a key element of contemporary omnichannel communication strategies.
For Coca-Cola, this creates another significant advantage: the company is no longer perceived solely as a beverage manufacturer, but also as a host, platform, and cultural catalyst. Customer Experience Centers become physical ambassadors for innovation, hospitality, and community building. From a strategic perspective, these environments are far more than event venues. They are powerful tools for customer engagement, brand experience, corporate storytelling, and long-term brand loyalty—providing a clear competitive advantage in an increasingly digital and experience-driven world.
Hybrid Communication for Global Audiences
With flexible spatial configurations, state-of-the-art audio-visual technology, advanced streaming infrastructure, and integrated production facilities, THE 6TH FLOOR enables both in-person events and digital or hybrid formats with international reach. Whether hosting product launches, industry conferences, press events, workshops, live talks, leadership gatherings, or community-focused formats, the spaces can be tailored to specific brands, audiences, and communication objectives.
At the heart of the concept lies the seamless integration of technology, storytelling, and personal interaction. High-quality architecture, immersive media installations, adaptable stage and studio technologies, and carefully curated hospitality offerings create a holistic brand experience that combines emotion, information, and exchange. Digital extensions such as livestreaming, remote participation, and interactive content formats further amplify reach far beyond the physical space.
A Contemporary Host Experience
Customer Experience Centers like THE 6TH FLOOR are increasingly becoming strategic touchpoints within modern brand communication. They strengthen customer relationships, encourage direct dialogue, and transform complex topics—from innovation and sustainability to corporate culture and product portfolios—into engaging experiences. Companies can leverage these spaces as platforms for a distinctive host experience, deepening relationships, building communities, and creating lasting emotional connections with their brands.
Customer Experience Centers: The New Must-Have
Today’s Customer Experience Center is much more than a traditional event venue. It is a hybrid brand environment that intelligently combines personal interaction, digital communication, and immersive brand experiences. It enables customers, partners, media representatives, and communities to actively engage with a brand in meaningful ways.
The most successful Customer Experience Centers are those where physical and digital worlds seamlessly intersect. By combining face-to-face interaction, cutting-edge technology, and carefully curated content, they create experiences with high relevance, strong emotional impact, and lasting memorability. As brands continue to compete for attention in an increasingly connected world, Customer Experience Centers like THE 6TH FLOOR demonstrate how architecture, technology, and storytelling can come together to create powerful experiences that build trust, strengthen relationships, and drive long-term brand value.
Photo Credits: © Kai Bublitz
