Coach Launches an Immersive Pillow Experience

Fiona Lee   |   30-05-2022

Coach introduces the Coach Pillow Experience, an immersive installation created in collaboration with artist Cyril Lancelin.


If you’re heading to the mall for some retail therapy this week, then check out Coach’s latest installation. The brand has launched an immersive experience here in Dubai, previously appearing in London and Berlin. The pop up is displayed in the Mall of the Emirates and is inspired by Coach’s playful approach to its authentic American heritage, and one of their bag collections, the Pillow Tabby, a plush take on the house’s beloved shoulder bag named after its soft, quilted silhouette.


The experience invites guests to explore a giant, pillow-like structure. Crafted in a soft pink, the structure is designed by Cyril Lancelin, an artist known for his work made up of sculptures, immersive installations, drawings, virtual experiences and videos that forge links between the physical and the fictional. The geometric structure is finished, like the Pillow Tabby with the signature Coach emblem.


“Inspired by a desire for comfort, touch and affection, the Pillow Tabby was originally designed in response to the times we were living through,” said Coach Creative Director Stuart Vevers. “The experience we created with Cyril builds on this story, inviting clients into a soft, playful world inspired by our Pillow Tabby.”


The Pillow Tabby


Created to celebrate Dubai’s reopening, the immersive experience will also come to life digitally through an AR treasure hunt.


“I’m thrilled to be working with Coach, a brand with such a unique identity and that shares my passion for innovation,” said Lancelin. “The soft and embracing nature of the Pillow Tabby served as inspiration for the structure, its intertwining shapes a comforting escape from the outside world. It’s very exciting to marry fashion and public art in such an immersive way, encouraging a dialogue between the structure and its visitors.”



This immersive experience is open now and will run until June 4th.