Coach’s First Brand Pop-Up Is A Creative, Location-Specific Playground
Life Coach began this week in New York City, and features fortune-telling, carnival games and live entertainment
This week, luxury giant Coach debuted its first-ever standalone brand activation (outside of its regular retail stores), cheekily named ‘Life Coach.’ The completely interactive, whimsical experience allows visitors to make their way through four different rooms, all of which center on themes of self-expression and creativity inspired by the spirit of New York City. Coach tapped set designer Simon Costin to create the free pop-up, which is located at 107 Grand Street in SoHo.
Once inside, guests can play old-school carnival games like Skee-Ball and Wheel of Fortune, write postcards, receive tarot and astrology readings, leave their own tag on a graffiti art wall and take in live performances from visiting artists like The BK Steppers and DJ Venus X. The activation is only set to run through June 17, but Coach plans to bring the pop-up to additional cities, customizing the installation to each specific location and its unique personality.
Lead Image: Coach via Facebook