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Published: October 31, 2023
Author: Fashion Value Chain

Today Coach unveiled SHINE, an immersive pop-up installation in Mumbai. To bring the house’s “Wear Your Shine” campaign to life—an inspiring message about overcoming barriers and finding the courage to express who you are—the experience encourages visitors to step into the spotlight and transform their inner confidence into outer shine. 

Created in collaboration with global architectural design firm HWKN, the installation invites audiences to explore a multi-sensory world of light, space, and sound at Mumbai’s Jio World Drive Mall. The one-of-a-kind structure features a reflective surface of high-shine gold panels encased in bronze scaffolding, inspired by the campaign’s message of transforming your inner glow into outer shine. The illuminated scaffolding represents works in progress, the ultimate symbol of evolution, and offers fully immersive light and sound shows, captivating today’s generation on both a sensory and emotional level. 

The SHINE installation and “Wear Your Shine” campaign mark the next chapter of Coach’s storytelling grounded in the Courage to Be Real, its mission focused on inspiring audiences to express themselves authentically.

Open today to the public through 3rd December, the installation plays host to fully immersive light and sound shows from 05:00 – 10:00 PM. SHINE has also appeared in Shanghai.

Shop the Shine collection here.

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