Jack Rouse Associates, the US-based themed environments specialist, has taken its creative expertise to the 2010 Shanghai World Expo, which opened its doors on May 1.

The group worked closely with The Coca-Cola Company to help the drinks giant bring its popular Happiness Factory advertisement to live within its space at the fair.

JRA, along with fabrication partner Kingsmen Shanghai Company, provided complete design, project management and executive production for over 32,000sq.ft of thematic displays, graphics and media located both inside the Coca-Cola pavilion and in the outdoor queue and retail areas.

The story of the Happiness Factory has become the highest rated global advertisement in Coca-Cola’s history.

As guests step into the queue at the group’s pavilion, they are instantly immersed within a whimsical factory setting. Moving through the queue, they are introduced to the various Happiness Factory ’employees’ and are encouraged to apply for jobs themselves.

Guests also learn important facts about how The Coca-Cola Company not only refreshes the world, but also helps to protect and nurture it through various sustainability and community initiatives.

After passing through a giant coin slot, guests are introduced to the factory’s animated hostess, who welcomes them into a theatre to meet more landscapes and creatures via a humorous animated film.

Expo 2010

The Shanghai World Expo – officially, Expo 2010 Shanghai China – is being held on both banks of the Huangpu River in Shanghai, China, from May 1 to October 31.

It is a world expo in the truest sense of the world, and the theme of the 2010 event is Better City – Better Life, signifying Shanghai’s new status in the 21st century as a next great world city.

As the most expensive expo in the history of the world’s fairs, the Shanghai World Expo occupies the largest world’s fair site ever at 5.28sq.km.

More than 190 countries and more than 50 international organisations registered to participate in the Shanghai World Expo, and China expects to receive almost 100 foreign leaders and up to 100,000,000 people from across the world to come and visit the spectacle.