Coach unveils the largest, fully immersive holiday installation in Pavilion KL

pavilion kl coach

Following the launch of its “Give A Little Love” bespoke holiday installation in Pavilion Kuala Lumpur, Coach unveils a curated giant 3D animation at the Pavilion Elite’s largest LED screen.

Bringing to life the largest, fully immersive holiday installation together with the launch of its interactive “Snow City” game to celebrate the magical mood of the holiday season, it offers a truly unique phygital experience.

Shoppers will be able to see the curated giant 3D animation from the main entrance of the shopping mall where Coach’s beloved Rexy mascot and Fuzz the polar bear, playing with a New York City taxi cab.

Inspired by a snowy winter park in New York City, the house’s hometown, the installation features larger than life-size Coach’s holiday glittery animals in ski gear, a magical tunnel of twinkling lights along the park’s arch, and a festive holiday tree in the center. 

Introducing Coach “Snow City”, an interactive in-store game which is also available in a digital mobile version, players can race through the snowy New York City as a Coach Holiday animal, collecting “love” they can share with friends—inspired by “Give A Little Love,” Coach’s message for the holiday season. 

At the end of each run, players can share the love collected with friends while the points earned remain with the player, allowing them to unlock more Coach Holiday animal avatars. Inspired by the spirit of play and wonder the house brings to its legacy, the Coach Holiday animals include Coach’s beloved mascot Rexy, Fuzz the polar bear, Belle the penguin, Holly the deer, Ginger the fox, Paddles the goose, Luna the owl and Spike the hedgehog – where shoppers can also meet in-store and surrounding the holiday installation.

Tracked on a digital scoreboard, the “love” collected becomes part of a Global Love Score, allowing players to collaborate and share in a global experience—as part of Coach’s message of love and affection as the greatest gift of all this holiday season. Locally, for the digital mobile game, one player with the highest score will be eligible to win a Coach bag.

At Coach store, shoppers can also admire the newly-launched Coach Ski collection, featuring new outerwear pieces that combine shearling with colorful nylon stripes, and quilted leather bags, sweaters, and snow boots. The collection reinterprets the house’s codes within a new graphic language inspired by vintage finds sourced from Lake Placid and the Adirondacks.

Play “Snow City” here.

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APPIES Asia Pacific 2022 is happening in Malaysia!

Submissions Deadline: 15 November 2021

Announcement of Finalists: 29 December 2021

Judging & Presentations: 25 & 26 January 2022

Winners Announcement: 22 February 2022

Download the entry kit here.

Submit your entry here.

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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