US-based global fashion brand Coach has launched an art installation in Mumbai to celebrate the festival of Diwali. Located at the metro’s Jio World Drive, the metallic installation will be on display until December 3.
The installation was conceptualised in collaboration with global architecture firm HWKN to create a bold, modern statement, the brand announced in a press release. Designed to promote Coach’s current ‘Wear your Shine’ campaign, the installation includes fully immersive light and sound shows from 5 to 10pm.
“High-shine bronze panels catch and diffuse light, shaping the Shine structure’s interior, representing the transformation of an individual’s inner glow, into outer shine,” announced the brand in a press release. “The illuminated skeletal structure crafted from scaffolding represents works in progress, the ultimate symbol of evolution, and plays host to fully immersive light and sound shows.”
The brand’s ‘Wear your Shine’ campaign follows on from its ‘In my Tabby’ and ‘Courage to be Real’ campaigns. These are designed to highlight the brand’s concept of ‘Expressive Luxury’, the idea of luxury which is focused on self-expression.
Coach launched in New York, US in 1941 and its current creative director is Stuart Vevers, according to its website. The label tied up with Genesis Luxury Fashion Private Limited to enter the Indian market in 2016.
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