Coach presents an installation with the artist Cyril Lancelin in Berlin. The “Pillow Experience” will be accessible from May 7th to 10th at Berlin’s Mercedes Platz, the label, which belongs to the US fashion group Tapestry Inc., announced on Monday.
The installation is inspired by a Coach bag model, the Pillow Tabby, which is made from a pillow-like material. The installation features a large, pillow-like object which, like the bag itself, features the Pillow Tabby’s distinctive “C” logo. The installation has previously been shown in London; after Berlin we go to Dubai.
“Inspired by a longing for comfort, touch and affection, the Pillow Tabby was originally designed in response to the times we live in,” says Coach’s Creative Director Stuart Vevers. “The experience we created with Cyril builds on that story and invites customers into a soft, playful world inspired by our Pillow Tabby.”
Lancelin began his artistic career in Paris and Los Angeles. He carried out his first works for architects and artists. With his works, Lancelin creates a connection between the physical and the fictional, often using sculptures, installations, drawings and videos.
The installation was additionally provided with an augmented reality treasure hunt and equipped with QR codes that forward visitors to Zalando, where they can buy the Pillow Tabby. “It’s very exciting to combine fashion and art in public spaces in such an immersive way, stimulating a dialogue between the structure and its visitors,” says Lancelin.
The installation will be open to the public between 12pm and 10pm.