News Archive

This is a recap of some significant moments and dates in Softeq’s history featuring project successes, product launches, key event participation, as well as some memorable happenings and occasions coverage. Visit our blog for more insider stories.

Taste the Past, Present, and Future of Coke

May 23, 2007

Company Celebrates New World of Coca-Cola Grand Opening

Atlanta, Georgia, May 24, 2007: The World of Coca-Cola at Pemberton Place celebrated its Grand Opening. It is officially open to the public and the only place where the past, present, and future of Coca-Cola are displayed through many exhibits throughout.

The World of Coca-Cola features more than 1,200 artifacts from all around the world, which until now, have never before been seen by the public. There is 60,000 square feet for guests to discover the many wonders of the Coca-Cola World. “The new World of Coca-Cola is a physical expression of everything Coca-Cola is, of how we bring Coca-Cola to life every day, of what we stand for as a Company, and of our commitment to refreshment, enjoyment, and fun,” said Mr. Isdell.

The World of Coca-Cola proudly presents one of Americas most popular southern artists, Steven Penley. An exhibit features portraits by famous Georgia portrait artist, in the Pop Culture gallery. This collection follows the year-long showing of Andy Warhol paintings on loan from the Warhol Museum in Pittsburgh, and has never before been seen by the public until now. More than fifteen pieces will be displayed, but for a limited time, ending in May of 2009.

Not only will guests get a better understanding of the true history behind the brand, Coca-Cola, but most importantly the new expanded World really offers something for everyone. This facility features thrilling 4-D theater, the world’s largest collection of Coke memorabilia, a fully operating bottling line that produces commemorative 8-ounce bottles of Coca-Cola, a tasting experience with over 60 products to sample, and a pop culture gallery. The World of Coca-Cola is open 362 days a year, only closing major holidays, Easter, Christmas and Thanksgiving.

Softeq, a leading system integrator and product developer, has designed a handheld device which meets the ADA requirements for public accessibility. Called the DURATEQ ATV (Assistive Technology Version), these devices are enhancing the experience of many guests as they travel through the exhibits at The World of Coca-Cola. Softeq’s ALICE (Assistive Listening and Captioning Engine) software provides handheld captioning and assistive listening on the DURATEQ.

This leading-edge assistive technology device displays location appropriate handheld captioning for the deaf and hearing impaired, and provides narration over the headset for blind and limited sight patrons. The narration both describes the scene and relays spoken content. This makes for an amazingly immersive experience and it is all automatic.

The museum is dedicated to the legacy of John S. Pemberton, who invented Coca-Cola in 1886, and the land where this astonishing facility sits was donated by The Coca-Cola Company as part of its long history of dedication to downtown Atlanta.

Tickets are available online at for a discounted rate, or onsite at full price from ticket windows. General admission ticket prices are $15 for adults; $13 for seniors (ages 55 and up) and $9 for youth (ages 5-12); toddlers are admitted free with an accompanying adult. The attraction is open 7 days a week, from 9 a.m. through 5 p.m. (and 8 a.m. to 6 p.m., June through August).

Visit for more information about Softeq, the featured devices, and the ALICE software. Get detailed information about the DURATEQ ATV handheld at