A Coney Island-inspired fairground, an enchanted fortune-telling forest and a graffiti-filled subway platform aren’t the first contexts that you imagine a luxury fashion brand such as Coach could live within. But here at the projects*, we believe anything is possible.
So when the iconic brand came to our US projects* team for their first-ever customer-facing activation, they were looking to have a meaningful impact on culture, and to create a completely fresh and unexpected Coach experience. The result? A cosmic-inspired brand experience that pushed Coach out of its traditional, luxury leather goods lane and challenged consumers to think of the brand in an entirely new way.
Taking inspiration from the cult-like success of insta-museums, the allure of the metaphysical and quintessential New York visuals, the team took over the gritty and vacant 107 Grand St in Soho for 6 days in June, and invited New Yorkers to experience the magic of “Life Coach.”