Coach is taking a page from the book of the Dream Machine, a successful immersive, interactive — and eminently Instagrammable — experience that just wrapped up a two-month run in Brooklyn.
Offering its own distinct take on the idea, Coach will take over a space in SoHo from June 12-17 for Life Coach, an interactive pop-up that it boasts: “will heighten your senses, stimulate your soul and wake up all the feels. Here, you’ll find games, fortunes and other thrills for your third eye.”
The location at 107 Grand Street was inspired by New York, where the brand was founded in 1941 and includes references to American culture and Coach. There will be a neon storefront filled with psychic symbols and Coach design codes. Visitors will then enter a room transformed into a subway station, where they can write on blank walls before continuing on to a fairground scene, complete with carnival games. The third and final room is intended to be a dark forest where they’ll receive visions of their future.
Visitors can book appointments in advance, but walk-ups are also welcome.
A promotional flyer for the pop-up.
Carlos Becil, chief marketing officer for Coach, said the idea behind Life Coach was “to construct an environment