Coach Stages a Pop-Up Carnival in SoHo

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On the heels of Jeremy Scott’s carnival-themed extravaganza of a Moschino Spring/Summer men’s show last week arrives a pop-up by Coach in SoHo that combines the same over-the-top, circus-like backdrop with fashion’s current fixation with the paranormal. And not unlike an actual circle whose transient existence at any given location is incredibly fleeting, “Life Coach” will be available to visit for only six days, starting from June 12 to 17.

Designed in collaboration with set designer Simon Costin, four interactive spaces have been transformed to offer guests a surreal experience rooted in themes of creativity and self-expression, which includes tarot cards, games, art, live performances, and DJs. As the leather goods brand’s birthplace, New York City was the main source of inspiration, and the pop-up reflects that, with nostalgic Americana references scattered throughout, along with Coach iconography.

There’s a storefront filled with psychic symbols, a stark-white subway station that guests can tag with whatever they want, a fairground space with classic carnival games (think: Wheel of Fortune and Skee-Ball, complete with the iconic fortune-teller Zoltar), and finally, an “enchanted” forest set up for tarot card readings.

Guest fortune-tellers and artists include Hoodwitch, the AstroTwins, Venus X, and the BK Steppers—visit StartYourLife.Coach for schedules, information, and to book an appointment (though walk-ins are welcome). Admission is free.

The Life Coach pop-up runs from June 12 to 17 at 107 Grand Street in SoHo, New York.

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