Coach collaborated with artist Cyril Lancelin to build an inflatable “Coach Pillow” installation in London’s Soho Square.
A large, pillow-like structure serves as the backdrop for the “Coach Pillow” experience, which is based on the brand’s quilted “Pillow Tabby” shoulder bag. Crafted in a delicate shade of pink, it features a geometric structure developed by Lancelin and completed with a Coach’s signature.
To mark London’s reopening, Coach has devised an augmented reality (AR) treasure hunt around the pink structure, which can be accessed via the Coach website.
“The Pillow Tabby was originally conceived in response to the period we were living in,” stated Coach’s creative director Stuart Vevers. Clients are invited into a soft, playful universe inspired by our Pillow Tabby by the experience we developed with Cyril.
Coach Pillow is open to the public in London from 8 a.m. to 8 p.m. on April 10 before moving to Berlin and Dubai for the remainder of the month of April.
At this point, Lancelin said, “I am delighted to be working with Coach, which has such a distinct identity and that shares my love for innovation.” Inspiration came from the pillow tabby’s snuggly qualities, with its interwoven shapes providing a respite from the world outside.
To combine fashion with public art in such an engaging way, promoting a dialogue between the structure and its visitors, is quite intriguing.”
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