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Coach goes all out with Christmas decorations in Malaysia

Coach goes all out with Christmas decorations in Malaysia

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Pavilion Kuala Lumpur has placed front and centre an execution by Coach. The bespoke holiday instillation is titled “Give A Little Love” and is part of the mall’s “Mystical Christmas” celebrations. This is one of the largest Coach bespoke holiday Installation set up in Malaysia, and features numerous Coach animals walking along a snowy landscape in front of Coach’s store. The execution was inspired by a snowy winter park in New York City, the fashion house’s hometown. It looks to celebrate the brand’s legacy of play and wonder.

The installation also features a tunnel of twinkling lights along the park’s arch and a 40-foot festive holiday tree and Coach’s Holiday polar bear as the centerpiece. Throughout the month of December, shoppers will also be able to take in the 3D animation on Pavilion KL’s giant LED screen at the main entrance that features Coach’s beloved mascot Rexy and Holiday polar bear. Shoppers can also meet Coach’s holiday animals in-store and indoors. 

This is not Coach’s first execution with the mall in Malaysia. 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.

Separately, Coach also opened its first vintage concept store in Singapore in August this year. Titled "Tomorrow's Vintage", the store celebrates Coach’s timeless style and its commitment to a better-made future. In honour of the brand’s 80th anniversary, the store paid homage to Coach stores from the past, with vintage TV showcasing films featuring Coach’s renowned leather restoration specialist Debi the Restorer. The store also featured a display of Coach's archival collection - including the iconic Ergo and Cashin bags designed by Coach’s first designer Bonnie Cashin - and a selection of re-released Coach Original bags.

Power up your PR and communications efforts today with MARKETING-INTERACTIVE's PR Asia Week on 1 and 2 December. Learn ways to build an evidence-based practice, up the ante on your strategies, and be head and shoulders above your competition. Click here to register today! 

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

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