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Tuesday, May 3, 2011

Why is the Coca-Cola building draped in a white sheet?

A sample of the answers I've received from friends and the community: The North Avenue skyscraper feels awkward when changing in front of the AT&T building; the company's finally surrendering to Pepsi; the 29-story tower is signaling that it's last place of refuge in the imminent zombie apocalypse.

The real answer, via Coca-Cola's Twittergoblin: The soft drink titan is preparing for its massive 125th anniversary celebration, which is expected to take place this weekend.

Folks on the Atlanta subreddit who either live, study or work nearby say they've seen test images projected on the sheet, which now covers at least two sides of the building. Among the observations:

>> "They were projecting a test image of some sorts. Maybe it's a Tech research project but the entire building was lit up with that color bar pattern you see when you can't get TV reception."
>> "They seemed to be projecting from inside the building (like the rooms up top)."
>> "It looked like an Excel spreadsheet"

Go ahead, Coke — broadcast those glowing sales figures from your tower of wealth. We'll all just keep eating cardboard lathered in ketchup.

Just kidding, the company's most likely just working out the kinks on something mindblowing. Or just a bunch of talking bottles. We'll see! If you sneak a peek at any of these test images and can capture 'em on video, send us a line.

UPDATE, 2:31 p.m.
: Damn right it better be mindblowing. A kind, self-confessed Coke-aholic sends along a link to what appears to be the company's permit application for the sign. Total amount in permitting fees: $210,000. Estimated cost of the sign: $600,000.

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