Coca-Cola and the Boston Red Sox have a long-standing partnership of over 106 years of creating wonderful memories for loyal Red Sox fans and families. In continuing to build on this legacy, Coca-Cola wanted to refresh the Coca-Cola Corner located behind the 3rd baseline of Fenway Park and refresh the area to engage with fans. Dedica developed all of the experiential concepts to create a unique destination for fans to enjoy and create even more memorable experiences at Fenway. The design approach incorporated a special vintage style to pay homage to Coca-Cola and the Boston Red Sox’s rich history together. The new Coca-Cola Corner features a large area covered with astro turf, new branded tables and Coca-Cola Navy chairs, gaming activities, concession merchandising, and the key feature – a custom-built Coca-Cola caravan for use during games and VIP parties.