Coach launches immersive 'Coach Pillow' installation in Soho Square

Coach has installed an inflatable installation in collaboration with artist Cyril Lancelin in London's Soho Square.

Open 8am-8pm from today until 10 April, the Coach Pillow Experience will also appear in Berlin and Dubai following its London debut.

Inspired by the house’s quilted shoulder bag, the Pillow Tabby, the soft pink structure will also come to life digitally through an augmented reality (AR) treasure hunt.

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

Lancelin added: "I’m thrilled to be working with Coach, a brand with such a unique identity and that shares my passion for innovation. 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."