Coach, a global fashion house has unveiled “SHINE,” an immersive pop-up installation in Mumbai, offering visitors a unique experience in line with the brand’s “Wear Your Shine” campaign on October 30, 2023. This campaign carries an inspiring message about surmounting obstacles and having the courage to express one’s true self. The installation invites participants to step into the spotlight and transform their inner confidence into outward radiance.
In collaboration with the globally renowned architectural design firm HWKN, Coach has created an interactive experience that beckons visitors to explore a multi-sensory realm of light, space, and sound at the Jio World Drive Mall in Mumbai. The one-of-a-kind structure is adorned with a reflective surface composed of high-shine gold panels enclosed in bronze scaffolding. This design concept mirrors the campaign’s core message of converting your inner radiance into an external glow. The illuminated scaffolding serves as a representation of works in progress and an ultimate symbol of evolution. It delivers fully immersive light and sound displays, captivating today’s generation on both sensory and emotional levels.
The “SHINE” installation and the “Wear Your Shine” campaign symbolize the next chapter in Coach’s storytelling journey, rooted in the “Courage to Be Real.” This mission is focused on inspiring individuals to authentically express themselves.
Open to the public from October 30, 2023, until December 3rd, the installation hosts fully immersive light and sound shows from 05:00 p.m. to 10:00 p.m. daily. “SHINE” has also been featured in Shanghai.
Coach, a global fashion house founded in New York in 1941, takes inspiration from the vision of Creative Director Stuart Vevers and the inclusive and bold spirit of its hometown. The brand creates enduring, beautiful pieces that allow individuals to be themselves.
HWKN is an award-winning global architectural innovation firm based in New York, led by Matthias Hollwich, along with partners Jessica Knobloch, Dorin Baul, Robert May, and Olga Snowden. Established in 2008, HWKN collaborates with cities, developers, and clients to maximize the impact and value of their development assets. Their diverse portfolio encompasses buildings, neighborhoods, retail spaces, popup installations, as well as residential and commercial schemes across the United States, the Middle East, and Europe. With offices in Munich, Miami, Berlin, Riyadh, and London, HWKN creates unforgettable architecture by designing from the outside in, shaping spaces that transform buildings into social activators, identity markers, and sources of happiness. They extend their creative strategy into the interiors of buildings, introducing new operational typologies. Their design team, honored in Fast Company’s ranking of the world’s top 10 most innovative architects, is shaping the future for people, communities, and investors.
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