Coach has unveiled an inflatable ‘Coach Pillow’ installation in collaboration with artist Cyril Lancelin in London’s Soho Square.
Created to celebrate London’s reopening, and inspired by the label’s quilted ‘Pillow Tabby’, the immersive experience invites fans to explore a giant, pillow-like structure, crafted in soft pink, which comes to life digitally through an augmented reality treasure hunt.
Commenting on the installation, Coach’s creative director Stuart Vevers said: “Inspired by a desire for comfort, touch and affection, the Pillow Tabby was originally designed in response to the times we were living through. The experience we created with Cyril builds on this story, inviting clients into a soft, playful world inspired by our Pillow Tabby.”
Whilst Lancelin added: “I’m thrilled to be working with Coach, a brand with such a unique identity and that shares my passion for innovation. The soft and embracing nature of the Pillow Tabby served as inspiration for the structure, its intertwining shapes a comforting escape from the outside world. It’s very exciting to marry fashion and public art in such an immersive way, encouraging a dialogue between the structure and its visitors.”
The ‘Coach Pillow’ is open to the public until April 10th from 8am to 8pm in London, before the experience moves to Berlin and Dubai.
