Luxury brand Coach's latest "Windows of the Future" campaign reimagines nine Coach stores globally, including Malaysia, as community hubs with bespoke experiences. Inspired by Coach's free-spirited and inclusive approach to its heritage, many of the window displays would feature collaborations with local artists. In Malaysia, this initiative was launched at Pavilion Elite Kuala Lumpur.
The Pavilion Mall location pays homage to Coach’s mascot Rexy in supersized form. The window display features the house mascot with iconic Rogue bags, while making a rogue appearance at the Pavilion Elite giant LED screen. Rexy is shown walking around the screen and holding Rogue bags - reflecting the Rogue’s unique attitude, inspired by free-spirits, rebels and dreamers.
A series of creative short videos were also shared by Malaysian personalities including Alvin Chong, Dolla, Joseph Lee, Maggy Wang, Ming Yue, Ruhainies, Vanessa Reynauld, Vivian Liu, Yaya Zahir, and Zhen Ning, among others; where they showcased their unique experience while exploring the bespoke installations. The initiative was done in collaboration with OOH firm Brandavision.
According to Coach, "Windows of the Future" will debut at additional locations such as Coach House in New York City, Coach Ala Moana, Coach Mitsukoshi, Coach Michigan Avenue, Coach Senayan City, and Coach Yorkdale. The brand has decided to unveil the window display for these various locations with launch events, as the local community is invited to experience the installations. Also banking on sustainability, the window display was built with environmentally responsible materials and designed to be evergreen as part of an effort to reduce waste. A+M has reached out to Coach for additional information regarding the initiative.
Separately, Coach 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. Inspired by Coach’s commitment to restoring, repurposing, and reimagining, the Tomorrow’s Vintage concept store was hosted in a conservation shophouse located at 1 Teck Lim Road.
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.
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