Coach Luxury Fashion Pop-Up Tokyo, JP Mar 2021

To introduce the house’s Spring 2021 collection, Coach has unveiled “Coach Forever,” a series of immersive, phygital pop-ups inspired by the optimism of beautiful things, crafted to last. The experience invites customers to wander through an interactive natural world—both real and digital—inspired by Coach’s presentation of its Spring 2021 collection in collaboration with Juergen Teller, and featuring natural elements. The pop-up is brought to life with a sensory-evoking digital implementation that leans into the palette and purpose of the Coach Forever SS21 presentation. It is an experience that plays on multiple tensions: the natural world and the city; heritage and the future of fashion; and tactile leatherwork and interactive technology—all through the lens of optimism and craft. It’s an experience celebrating the house’s past, present and commitment to the future. (Forever starts now).