Coach Forever

Marking the launch of the house’s Spring 2021 collection in collaboration with Juergen Teller, Coach has unveiled “Coach Forever,” a series of immersive, physical pop-ups inspired by the optimism and joy that the natural world can offer.


The pop-up is made up of mirrored concentric circles that invites customers to wander through an interactive natural forest revelling a clearing in the centre. As visitors move through the pop-up the entire space moves with them from the shadows of the forest to the leaves on the forest floor, birds and butterflies even make an appearance. Visitors can explore scenes from sunrise to sunset in the forest while interacting with an avatar.


The pop-up is further brought to life with sensory-evoking elements including a customized composition disco track and a scent consisting of Balsam Fir, Cedar Wood and Pine Needles.

The ‘Coach Forever’ pop-up is an experience that plays on multiple tensions: the natural world and the city; heritage and the future of fashion, whiles cleverly using game technology to connect visitors to the Spring 2021 Coach campaign and product.


Ellen McNeelance

7th April 2021

Other Posts