Coach’s newest pop-up, Life Coach, celebrates the label’s roots in New York City with a series of immersive experiences that aims to “heighten your senses, stimulate your soul and wake up all the feels”.
The activation, which is running from June 12 through to June 17 in the Soho neighbourhood in NYC, which is where the brand was founded in 1941, invites guests to participate in tarot card readings, drawing, and playing carnival games.
Visitors enter the space via a neon storefront filled with psychic symbols and Coach visuals. Upon first entering the space visitors are asked to check in, and when reaching the first room, they are met with an entirely blank canvas on which they are encouraged to draw on.
The next room represents a typical Coney Island-type of fairground scene, including old-fashioned arcade games and photo props, as well as a boardwalk made from pieces salvaged from Coney Island after Hurricane Sandy.
In the third and final room, visitors can walk through a dark forest where they can find white tents that house tarot card readers.
Speaking to the New York Times, Carlos Becil, Coach’s chief marketing officer, said of the concept: “Whether you call it mindfulness, spirituality or self-help, seeking answers is the new pop culture.”
Activities that help consumers through their self-discovery include free sessions with mystics including tarot card readers Hoodwitch and astrologists Astrotwins. The event, which has no Coach product in sight, will keep its concept of self-discovery and elusiveness by introducing surprise guests and events throughout its programming until the pop-up’s last day.
The entire initiative ties to a broader theme we’re seeing in consumer retail, whereby the experience economy is evolving into the transformation economy – a state that is about driving self improvement and enhancement for consumers through brand activities, rather than mere moments meant to encourage dwell time or social sharing.