Coca-Cola's centenary celebrations of being partnered with the Olympics have barely begun but an interactive exhibition charting its role and presence throughout the games is proving extremely popular in Milan.
In the heart of Milan, behind the imposing Sforza Castle, lies a monument to sport, culture and consumerism that's attracting thousands of people to its doors every day.
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You might be thinking that's normal given how the Italian city is playing host to the Winter Olympics and the enormous global circus which that entails.
But, The Peak, Coca-Cola's interactive show, offers a red and white-tinted view of the past and the role the black, sweet sticky stuff - and sugar-free varieties - have played throughout the history of the games.
As free exhibitions go, this immersive experience is a masterclass in engagement, with fairly fast moving queues and interactive installations exploring the fizzy drink firm's presence throughout the past with dozens of items of memorabilia.
Pin collection craze
The collection of pins and by Olympic enthusiasts has always been a major draw for sports fans but these Games are taking the hobby to a whole new level with so many more people eager to get their hands on a badge to keep or swop.
It could well be that The Peak is fuelling the obsession in Milan as it gives visitors one chance to dip into a box and take away a pin which are now one of the city's most wanted items.
The Peak Station and The Peak Immersive Room are standout exhibits, as is the opportunity to create personalised art work by printing your face, or someone else's, on to a can of coke.
The highlight, however, has to be the opportunity to pose with the Olympic Torch - a photo opportunity that's proving to be irresistible to visitors of all ages.
Critics might slam the show as a crude example of commercialism but that would miss a significant point. Global sport events depend heavily on the contributions of private sponsors and The Peak experience is proving to be a testament to the power of sport, and fun, in bringing people together.
The Peak is a must-see attraction in Milan, offering a unique and engaging experience that's fun for all the family.
While it may not be the most original concept, the execution is flawless, and the Olympic connection plays well on emotions and people's love of every day nostalgia.
The Peak is open in Milan during the Winter Olympics and Paralympics until 14 March.
