MUSE Platinum

2023

Coach x White Rabbit: Immersive Exhibition

Entrant Company

Coach

Category

Experiential & Immersive - Exhibition Experience

Client's Name

Country / Region

United States

COACH LAUNCHES COACH X WHITE RABBIT COLLECTION:

Coach celebrates the launch of the Coach x White Rabbit collection with an immersive experience at the historical Shanghai landmark, The Bund, Shanghai Yi Feng. Inspired by the optimism, playfulness and love of pop-culture that both brands share, the collaboration is part of the house’s Winter 2022 collection, a continuation of Stuart Vevers’ exploration of heritage reimagined through the optimistic lens of the next generation.

Combining White Rabbit’s nostalgic logo with Coach’s references to American style, the collection features ready-to-wear, handbags and accessories in colors inspired by the iconic candy. The collection also includes children’s ready-to-wear and accessories. The exhibition includes themed spaces spotlighting the collection and is designed to transport visitors to an immersive imaginary world. Guests are transported through an arched corridor inspired by a rabbit hole, and then can explore a gallery-inspired room displaying the Coach x White Rabbit collection; Coachland, an interactive, immersive world of Coach and White Rabbit codes; a leather workshop showcasing Coach’s craftsmanship with a sound-reactive film; and a café.

The active, playful image of White Rabbit symbolizes happiness and energy for the upcoming year of Rabbit (Lunar New Year), to bring good luck for new year. To celebrate the opening, Coach Family Wu Jinyan, actor Vanness Wu, model Du Juan, singer Curley G, actress Fair Xing, singer Yao Chen, Dou Jiayua and model Lela Wang attended the event.

Credits

Executive Director
Giovanni Zaccariello
Digital Director
David Lehman
Producer
Tennille Martin
3D Design Director
Rachel Harding
Lead 3D Designer
Elvin Ou
Creative Director
Cynthia Bryan
Lead Visual Designer
Qinru Zhang
Video Editor
Qinru Zhang
CG Artist
Carl Burton
Sound Designer
Eliot Krimsky
Videographer
Daniel Phakos
TouchDesigner Prototype
Cynthia Bryan, Qinru Zhang
Exhibition Staging
StageRight
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