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Coach gets Malaysians racing through snowy NYC streets with phygital game

Coach gets Malaysians racing through snowy NYC streets with phygital game

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Coach has launched an interactive "Snow City" game in Malaysia, offering a unique phygital experience at its store in Pavilion Kuala Lumpur to celebrate the magical mood of the holiday season. The game will be available for play in-store and in a digital mobile version, where players can race through the snowy New York City as a Coach Holiday animal, collecting “love” they can share with friends. This was inspired by “Give A Little Love,” Coach’s message for the holiday season.

Tracked on a digital scoreboard, the “love” collected becomes part of a "Global Love Score" which allows players to collaborate and share in a global experience. At the end of each run, players are able to share the "love" collected with friends while the points earned remain with the player, allowing them to unlock more Coach Holiday animal avatars. Locally, for the digital mobile game, one player with the highest score will be eligible to win a Coach bag. This was done as part of Coach's message for love and affection, showing it as the greatest gift of all for this holiday season, said the luxury brand.  

A+M has reached out to Coach for additional information regarding its "Snow City" game. 

At the same time, Coach has also unveiled its curated giant 3D animation at the Pavilion Elite’s LED screen. According to the luxury brand, the holiday exhibition was one of the largest that was set up in Malaysia. The execution was inspired by a snowy winter park in New York City, the fashion house’s hometown, and features Coach’s  Rexy mascot and Fuzz the polar bear, playing with a New York City taxi cab. Inspired by a snowy winter park in New York City, the house’s hometown, the installation features larger than life-size Coach’s holiday glittery animals in ski gear, a magical tunnel of twinkling lights along the park’s arch, and a festive holiday tree in the centre. The OOH 3D activation was done in collaboration with Brandavision and follows the launch of its “Give A Little Love” bespoke holiday installation at Pavilion Kuala Lumpur.

This is not Coach’s first execution with the mall in Malaysia. In October, the luxury brand launched its "Windows of the Future" campaign, reimagining nine Coach stores globally, as community hubs with bespoke experiences.  Inspired by Coach's free-spirited and inclusive approach to its heritage, many of the window displays featured collaborations with local artists.

In Malaysia, this initiative was launched at Pavilion Elite Kuala Lumpur. Paying homage to Coach's mascot Rexy in supersized form, the window display features Rexy with iconic Rogue bags while making a rogue appearance at the Pavilion Elite giant LED screen. Rexy was shown walking around the screen and holding Rogue bags - reflecting the Rogue’s unique attitude, inspired by free-spirits, rebels and dreamers.

Related articles:
Coach goes all out with Christmas decorations in Malaysia
COACH global gets phygital with CONTEN.T
Coach turns mascot into supersized form on LED screen at Pavilion Elite KL
Coach opens first vintage concept store in Singapore


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