Aimed at building ‘brand love’, Coca-Cola has launched its first flagship store in Europe at London’s Covent Garden. Opened in April 2022 and following the Orlando, Las Vegas, and Atlanta models for Coca-Cola stores, the one at Covent Garden highlights branded merchandise, limited-edition collections, designer collaborations, and personalization features for fans of the brand in the UK.

Launching the store with a bang, Coca-Cola partnered up with RuPaul’s Drag Race UK star and LGBTQ+ model Tayce as well as other young London creatives, content creators, and fashion designers. Together, the creatives brought to life the ‘Real Magic’ experience—a brand platform launched in September 2021 aiming to create “best-in-class consumer-centric marketing experiences,” as Coca-Cola CEO James Quincey puts it.

Upcoming collaborations for the London Coca-Cola store will include UK-based and global designers, including Herschel, Alma de Ace, Soho Grit, Staple, and more. There’s also an exclusive collection with denim brand Lee. In addition, Coca-Cola is preparing special collections for LGBTQ+ Pride in June. Conscious consumers might be glad to know that the lines consist of sustainable clothing and accessories made from recycled Coca-Cola bottles, an initiative that began in 2013. Customers will also be able to customize their Coca-Cola cans here and enjoy Coco-Cola mocktails at a beverage bar within the store.

The vice president of licensing and retail, Michelle Moorehead, shared that the store is a chance to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience their drinks. “Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”