For Its First Out-of-Store Brand Activation, Coach Created a Visual, Spiritual Playground

Installation challenges how people perceive the brand—and their own lives

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This Coach is not your mother’s Coach.

This week in New York, the legacy fashion brand took a leap into its future with the debut of Life Coach, its first-ever external brand activation (outside of its own stores or a runway show). In the temporary space on Grand Street in Soho, visitors walk through four rooms in an interactive experience that allows them to draw, play games, write postcards and, well, question their future.


To create Life Coach, Coach partnered with the projects*, a culture-specializing brand consultancy led by founding partner and global business director Jack Bedwani and partner Nick Ingate, pictured left.



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