“Coach really supported our vision in enabling an in-depth brand experience, but one where no product was for sale. Instead, Life Coach was an experience that tapped into the psyche of the NYC customer, and the experience offered a visceral and visual exploration of the Coach brand in a really new way…. Each room was created to be both new and nostalgic at the same time, a juxtaposition of the familiar and the fresh.”
Photo: Courtesy of The Projects
Photo: Courtesy of The ProjectsAs C.E.O. and global director of the Projects (@wearetheprojects), a cultural consultancy with offices in Los Angeles, New York, London, and Sydney, Bedwani and his team create immersive experiences for brands like Puma, Reebok, Coach, Harper’s Bazaar, Charlotte Tilbury, and Porsche. He explains that a big part of the company’s design philosophy is rooted in exploring pop culture: “We are looking for interesting moments in culture that will enable us to capture the attention of our guests and connect with them in an emotive way.”
Photo: Courtesy of The Projects
![“I had the honor of doing my niece’s wedding this past fall…. She entrusted me with her entire reception experience. Upon arrival at the Geraghty, guests were greeted with a Hamptons-esque cocktail party [followed by] a formal dinner in a lush, Parisian garden setting.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2019/06/003_KEHOE_DESIGNS.5d02c5f727138.png?auto=format%2Ccompress&fit=crop&h=167&q=70&w=250)
