dan pearlman, a leading brand and experience architecture group, has delivered the concept, design, and realisation of the advanced customer experience centre, THE 6TH FLOOR, for Coca-Cola Europacific Partners Germany.
Situated at the company’s headquarters in Berlin, THE 6TH FLOOR reimagines brand engagement through next-generation hybrid spaces that merge technology and storytelling with direct interaction.
Instead of serving as a conventional event space, the venue offers an immersive environment that highlights innovation and fosters relationships with customers and collaborators alike.
THE 6TH FLOOR offers next-generation, hybrid spaces where brands can create meaningful connections with their costomers and partners.© Kai Bublitz
"Brands that want to engage customers and partners can no longer rely on traditional advertising alone," says a spokesperson from dan pearlman.
"To create meaningful connections, products, services, and corporate values must become tangible experiences—personal, digital, and emotional at the same time."
Strategic, hybrid communication
According to dan pearlman, consumers remember experiences more clearly than conventional advertising messages.
As such, leading international brands are increasingly investing in spaces where products, services, corporate culture, sustainability programmes, and innovations can be experienced personally.
In contemporary customer experience centres, the emotional connection between companies and their audiences is nurtured.
And with THE 6TH FLOOR, Coca-Cola is addressing a rapidly evolving communication landscape in which hybrid events, digital audience expansion, livestreaming, and content production have become essential.
Coca-Cola is now considered a host, platform, and cultural catalyst, rather than solely a beverage manufacturer.
Integrated studios, professional media technology, and versatile event spaces enable content to be produced and distributed simultaneously to both on-site and international audiences. This positions the customer experience centre as a core component of omnichannel communication strategies.
Versatile spaces make Coca-Cola's THE 6TH FLOOR suitable for a borad range of events, such as executive gatherings and community functions.© Kai Bublitz
Strategically, customer experience centres serve as physical ambassadors.
Going beyond event venues, they are powerful tools for customer engagement, brand experience, corporate storytelling, and long-term brand loyalty, offering a distinct competitive advantage in an increasingly digital and experience-driven environment.
With versatile spatial configurations, cutting-edge AV technology, sophisticated streaming infrastructure, and integrated production facilities, THE 6TH FLOOR enables in-person events, as well as digital and hybrid formats with international reach.
Events can be customised to specific brands, audiences, and communication objectives, ranging from product launches to industry conferences, press briefings, workshops, live talks, leadership meetings, or community-focused functions.
Coca-Cola's new customer experience centre, THE 6TH FLOOR, features high-quality finishes, innovative AV and adaptable configurations.© Kai Bublitz
Central to the concept is the seamless integration of technology, narrative, and personal interaction. Premium architecture, immersive media installations, flexible stage and studio technologies, and thoughtfully curated hospitality offerings deliver a holistic brand experience that melds emotion, information, and exchange.
Furthermore, reach is amplified beyond the physical space using digital extensions, including livestreaming, remote participation, and interactive content formats.
Driving meaningful brand engagement
Increasingly, customer experience centres like THE 6TH FLOOR are becoming strategic touchpoints for brand communications, building customer relationships, encouraging direct dialogue, and turning complex topics into engaging experiences.
Organisations can leverage these spaces as platforms for unique host experiences to deepen relationships, strengthen communities, and create enduring emotional connections with their brands.
THE 6TH FLOOR intelligently combines personal interaction, digital communication, and immersive brand experiences.
© Kai Bublitz
"The most successful customer experience centers are those where physical and digital worlds seamlessly intersect," says a spokesperson from dan pearlman.
"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."
In an increasingly connected world, brands must continue to compete for attention. Customer experience centres like THE 6TH FLOOR show how architecture, technology, and narrative can converge into powerful experiences that build trust, strengthen relationships, and create long-term brand value.
Earlier this month, dan pearlman shared details of its collaboration with Odense Zoo in Denmark to design Forests of Asia, the largest development project in the history of the institution.
Photo Credits: © Kai Bublitz
