Coach Celebrates the Opening of Life Coach

| June 12, 2018 | Parties

On Monday June 12, 2018, Coach announces the opening of Life Coach, an interactive pop-up, in New York City’s SoHo neighborhood. Inspired by the brand’s vision of inclusive luxury, Life Coach invites guests to explore four interactive spaces designed around the themes of creativity and self-expression. Created in collaboration with visionary set designer Simon Costin, the playfully surreal experience includes tarot, games, art, live performances and DJs curated to heighten the senses and lead guests on a journey of self-discovery.

Inspired by New York, the city where Coach was founded in 1941, the experience includes playful, nostalgic references to American culture and Coach iconography, reflecting the brand’s vision of the modern American dream. It begins with a neon-lit storefront filled with psychic symbols and familiar Coach design codes. Guests then enter a room transformed into a city subway station, where they are invited to express themselves on the station’s blank walls, before continuing to a fairground scene complete with carnival games. In the final room, they arrive at a dark, mystic forest to receive visions of their futures.

To celebrate today’s opening, the brand hosted an exclusive event last evening. Guests were able to experience each of the interactive rooms, with music sets by DJs Stretch Armstrong, Quest?onmarc and Jubilee, live graffiti by artist WhIsBe and a performance by the BKSteppers. Notable guests in attendance included the brand’s Creative Director Stuart Vevers, CEO & President Joshua Schulman, Tapestry, Inc. CEO Victor Luis, Bria Vinaite, Joan Smalls, Ne-Yo,Sheila E, Jon Batiste, Luke James, Paloma Elsesser, Soo Joo Park, Londone Myers, Diggy Simmons, Cara Santana, Angel & Dren, Kodie Shane and Vanessa Hong.



Photography by: Photography by Matteo Prandoni/BFA.com, Samantha Deitch/BFA.com, Hunter Abrams/BFA.com and Daniel Salemi