Coach launched an interactive "Snow City" game in Malaysia, offering a unique physical experience in its store in Pavilion Kuala Lumpur to celebrate the magical atmosphere of the festival. The game will provide both physical store and digital mobile versions. Players can travel through snowy New York City as Coach Holiday animals and collect "love" that can be shared with friends. This inspiration comes from "Give A Little Love", which is Coach's message for the holiday season.
Tracking on the digital scoreboard, the collected "love" becomes part of the "global love score", allowing players to collaborate and share in the global experience. At the end of each run, the player can share the collected "love" with friends, and the points obtained are reserved for the player, so that they can unlock more coach vacation animal portraits. Locally, for digital mobile games, the player with the highest score will be eligible to win the Coach package. The luxury brand stated that it was part of Coach’s delivery of love and affection and presented it as the best gift this holiday season.
A+M has contacted Coach for more information about its "Snow City" game.
At the same time, Coach also showed its meticulously planned giant 3D animation on the LED screen of Pavilion Elite. According to luxury brands, the holiday exhibition is one of the largest in Malaysia. The execution was inspired by a snowy winter park in New York City, the hometown of the fashion company, and featured Coach's Rexy mascot and polar bear Fuzz, playing with New York City taxis. The installation is inspired by a snowy winter park in the house’s hometown of New York City. It features life-size Coaches, holiday sparkling animals in ski gear, magical tunnels of twinkling lights along the park’s arches, and The holiday tree in the center. The outdoor 3D activation was done in collaboration with Brandavision, after its “Give A Little Love” custom holiday installation launched at Pavilion Kuala Lumpur.
This is not the first execution of Coach in a mall in Malaysia. In October, the luxury brand launched the "Window of the Future" campaign, reimagining 9 Coach stores around the world as community centers that provide customized experiences. Inspired by Coach's traditional free-spirited and inclusive approach, many window displays are in collaboration with local artists.
In Malaysia, this initiative was initiated in Pavilion Elite Kuala Lumpur. A tribute to Coach's mascot Rexy in an oversized size. The window display features Rexy and the iconic Rogue bag, while showing a rogue image on the Pavilion Elite giant LED screen. Rexy was shown walking around on the screen, holding a Rogue bag-reflecting Rogue's unique attitude, inspired by free spirits, rebels and dreamers.
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