Life Coach in NYC

Coach opens the Life Coach interactive pop-up store in the Big Apple

Inspired by the brand “inclusive luxury” approach, Life Coach, which is located in the super trendy Soho neighbourhood, invites the customers to explore four interactive spaces based on themes such as creativity and individual expression. Designed in collaboration with the visionary designer Simon Costin, these fun, bizarre and surreal experiences include tarot reading, games, art, live performances and DJ sets, with the aim of amplifying individual perceptions and lead the guests onto a journey of self-discovery. Drawing inspiration from New York City, where Coach was founded in 1941, the retail experience includes hilarious and nostalgic references to American culture and to the brand iconography, which reflects a contemporary vision of the American dream. It all starts with a neon-lit window display filled with paranormal symbols mixed with traditional Coach imagery. The guests then enter a room that has been transformed into a subway station, where they are invited to express themselves by writing on the walls, before continuing to a funfair complete with games. The last room is a mystical and obscure forest where it is possible to find out about the forthcoming future. Located at 107 Grand Street, Life Coach will be open until June 17th. Admission is free but guests are advised to book in advance. Different seers and artists, as well as DJs, will be in attendance every day.