The art of Coke
In 1915 D.W. Griffith’s Birth of a Nation was premièred, Henry Ford manufactured his millionth Model-T (‘a million of anything is a lot’, he said), Kafka’s Metamorphosis was published and so, too, was one of Einstein’s critical contributions to his own general theory of relativity. Mixed into this modernist cocktail of extreme achievement and harrowing perceptions was something more banal, but just as enduring: the Coca-Cola ‘contour’ bottle. A century old this year, it is, in a disputed field, an undisputed ‘design classic’. And, like any classic in any genre, it can be read in many ways. Long before Apple and the Messianic Steve Jobs, Coca-Cola developed a business model
