ATLANTA — Far from his typical Broadway haunts, the director George C. Wolfe was walking through a construction site here this spring when, amid a cacophony of saws and drills, he stopped and stood before what was to become a replica of a lunch counter that he said would claw visitors back into history.
The display at the National Center for Civil and Human Rights, Mr. Wolfe said, would allow people to don headphones, rest their hands on the counter and hear a volley of heckles similar to what demonstrators heard during the civil rights movement.
“You’re in the moment,” Mr. Wolfe, the center’s chief creative officer, said, his voice rising. “You’re in the times. You’re experiencing the euphoria and the danger that was existing at the time.”
For Mr. Wolfe and the museum’s supporters, summoning the South’s past in a dramatic way is an unequaled opportunity for Atlanta to showcase a present well beyond CNN, Coca-Cola and a vast international airport. Civic boosters contend that the museum will fuel tourism, broaden the city’s reputation and become a place that could host international human rights events.
Whether the $80 million complex — backed by a mix of public and private funding, with the land donated by Coca-Cola — will fulfill the entirety of that lofty vision is a question that could take decades to answer. But Doug Shipman, the center’s chief executive, said it would be both a vivid link to the city’s rich civil rights history and a prod toward social change.
“This isn’t about specialists,” Mr. Shipman said. “This isn’t about academics. This is trying to take a 15-year-old and move them to interest and inspiration.”
The center, set along the northern edge of Pemberton Place, an area honoring the pharmacist who created Coca-Cola, is scheduled to open on Monday and will be the latest Southern museum to honor the region’s civil rights heritage. Birmingham, Ala., and Memphis are among the cities that host popular museums, and another is planned in Jackson, Miss.
Posts tagged as “Coca Cola”
NBA legend and business mogul Earvin “Magic” Johnson, multi-Grammy Award-winning musician, actor and philanthropist Common, and Black Entertainment Television (BET) chairman and CEO Debra Lee join forces with Coca-Cola this month in a movement to uplift and pay it forward to the next generation.
Kicking off the second year of its signature program, “Coca-Cola Pay it Forward,” the world’s most recognized brand enlists the help of some of today’s leading African-American history makers to offer exciting apprenticeship experiences to aspiring youth. Magic Johnson, Common and Debra Lee will serve as mentors, giving four lucky young people the opportunity to shadow them and their teams for a week during the summer. The four apprenticeship experiences will focus on: business (Johnson); music and community (Common); and media/entertainment (Lee). Expanding this year’s program offering, the Company has partnered with UNCF (United Negro College Fund), the country’s largest minority education organization, for a text-to-donate program.
“I have and always will remain committed to uplifting the urban community in my business and nonprofit endeavors, and that makes the Coca-Cola ‘Pay It Forward’ program a perfect fit,” said Johnson. “There is no better way to empower a community than to arm its youth with the necessary skills to succeed.”
Should headphones made out of recycled trash ever cost $349? It depends on how cool they are. In hopes of giving products made from recycled materials a little more cachet, musician will.i.am and the Coca-Cola Co. are partnering to make a line of clothing and gear called “Ekocycle.” The idea is to brand recycled products with a hipper image that resonates with young consumers.
“If you think about (recycled) products now, none of them are cool,” said will.i.am, who is best known for his work with theBlack-Eyed Peas. “You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool.”
The first Ekocycle product will be a pair of headphones by Beats, a popular and pricey line created by rapper Dr. Dre and music producer Jimmy Iovine – both friends of will.i.am. The Ekocycle version will cost $349, which is on the high end of the range of Beats headphones. An Ekocycle hat by New Era will cost $32.
Should headphones made out of recycled trash ever cost $349? It depends on how cool they are. In hopes of giving products made from recycled materials a little more cachet, musician will.i.am and the Coca-Cola Co. are partnering to make a line of clothing and gear called “Ekocycle.” The idea is to brand recycled products with a hipper image that resonates with young consumers.
“If you think about (recycled) products now, none of them are cool,” said will.i.am, who is best known for his work with theBlack-Eyed Peas. “You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool.”
The first Ekocycle product will be a pair of headphones by Beats, a popular and pricey line created by rapper Dr. Dre and music producer Jimmy Iovine – both friends of will.i.am. The Ekocycle version will cost $349, which is on the high end of the range of Beats headphones. An Ekocycle hat by New Era will cost $32.