"Life Coach" was a bold and immersive pop-up event created for Coach, designed to spark inspiration, self-discovery, and a sense of wonder in a new generation of fashion enthusiasts. Set in the heart of SoHo, New York, the multi-sensory activation blended nostalgia and spirituality with high fashion, encouraging visitors to reconnect with themselves—and the Coach brand—on a deeper, more emotional level.
Drawing inspiration from the whimsical charm of Coney Island, the event transformed a downtown space into a surreal and dreamlike playground. The experience was divided into a series of themed rooms, each one styled as an interactive “attraction” where guests could explore their intuition, self-expression, and identity. The iconic Coach monogram played a central role in the visual storytelling, reimagined in bold, expressive patterns that enveloped the entire environment—wrapping walls, floors, and installations to create a hypnotic blend of familiarity and surprise. "Life Coach" wasn’t just a fashion event—it was a journey. One that fused cultural nostalgia with spiritual exploration, all while positioning Coach as a brand unafraid to evolve and inspire a new wave of style-conscious, emotionally driven consumers.
