Coke, will.i.am Celebrate New Beginnings at Exclusive NYC Event

It’s October 24th and a beautiful night in New York City.  Black SUVs, limos, and bright yellow taxis line the street in front of SIR Stage37. Past the red carpet and velvet ropes, party-goers are welcomed into a green-lit room with a sign projected on a white brick wall that reads, “ENDINGS PRESENT NEW BEGINNINGS.”

This wasn’t your ordinary NYC event; it has a purpose.  That’s right; this event is for the launch of EKOCYCLE and appropriately certified Carbon Neutral.

But before we give you full-access into this exclusive event, let’s rewind a bit and let you in on how it came to be.

In 2009, music group Black Eyed Peas were on tour performing for tens of thousands of people each night.  When the concert was over, front man will.i.am looked at the empty arena and saw all of the waste left behind.  This is when he came up with the brilliant idea to take waste and recreate it into something fresh and new.  Will.i.am successfully pitched the idea to Bea Perez, Chief Sustainability Officer at The Coca-Cola Company.  Together they took two years to carefully build a team of environmentalists and partners.  A movement was created and big brands like Beats by Dre  and New Era caps  joined in remaking their products from recycled materials.

In July, will.i.am’s EKOCYCLE team joined Coca-Cola’s EKOCYCLE team comprised of nineteen associates to develop a plan for the official launch of EKOCYCLE.  With Levi’s® brand, MCM, RVCA   and Case-Mate® added to the roster of brands on board, both teams worked countless hours to ensure the event was executed successfully.

Fast forward three-months to the night of the event.  Inside the exclusive New York venue, appropriately placed artwork and sculptures made out of recycled products were strategically placed around the room.

In a separate room, cameras flashed as the press snapped celebs like actress Krysten Ritter (Don’t Trust the B—- in Apartment 23), food critic and author Katie Lee , and of course will.i.am entering the event.

Krysten Ritter

Katie Lee - Photo by Bryan Bedder/WireImage

will.i.am - Photo by Kevin Mazur/WireImage

As the event-goers trickle in, they are greeted with passed hors d’oeuvres and Coca-Cola products. In glass enclosed cases, samples of EKOCYCLE products are showcased for everyone to see. A massive mural designed by Buff Monster  capturing the partnership of EKOCYCLE and Coca-Cola hung just under the VIP lounge.

Buff Monster

During the night, will.i.am and Chief Sustainability Officer of Coca-Cola, Bea Perez addressed the crowd to talk about the long-term vision to create a better place for the future generation.

will.i.am and Coca-Cola Chief Sustainability Officer, Bea Perez

“We don’t have to have things that aren’t made out of sustainable materials,” says will.i.am. “We can have things that are safe for our environment from the beginning- things that are cool, and fresh, and fly that we all wait in the line to purchase. [We want] designers to think of [using] sustainable materials- from the beginning. And that’s the vision.”

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Lela Singh is a Social Media Analyst at The Coca-Cola Company. She attended this event to help live tweet on @CocaColaCo and write about her experience.

Learn more about the EKOCYCLE announcement: will.i.am, Coke and EKOCYCLE Add Four New Brand Partners