NYCxDESIGN Keynote: Contour – A Decade of Photography for Coca-Cola ® Global Design

For over a decade, Coca-Cola Global Design has partnered with renowned photographers Guy Aroch and Anna Palma to craft visual stories that have shaped culture and left an indelible mark on the brand’s creative legacy.
Now, for the first time, the vault is opening—unveiling an all-new exhibit that celebrates the synergy between Coca-Cola and these visionary artists. This retrospective pulls back the curtain, revealing how photography has helped shape Coca-Cola’s global identity.
Through a rich visual narrative, the exhibit unveils untold stories and never-before-seen images, offering insight into the creative process. Contour reveals how art and design transcend culture and stand the test of time. From refreshing lifestyle moments and the mouthwatering appeal of Coca-Cola to cinematic compositions and emotional connections, these photographs embody the joy and timelessness that have defined Coca-Cola for over a century.
This exhibit also marks a milestone—the 110-year anniversary of the iconic Coca-Cola Contour Bottle, a design classic and one of the most famous shapes in the world. Often prominently featured in Guy Aroch and Anna Palma’s work, the bottle stands as both a muse and a global symbol of refreshment and creativity.