The event took place June 12 to 17 at a vacant space in SoHo. The exterior displayed fortune teller-inspired decor in the windows, hinting at what guests would experience inside.
Photo: Daniel Salemi
The check-in area was inspired by David Lynch—specifically the red room from Twin Peaks—and featured glitchy televisions and ringing pay phones that gave guests cryptic information about the event.
Photo: Daniel Salemi
At check-in, guests were given coins in pouches with Coach's C logo, to be used for activities throughout the space.
Photo: Taylor McIntyre/BizBash
The next room after checking in, "Logo Mania," was an all-white room inspired by a subway platform. Guests could use coins to get a bucket with paint markers, stickers, and stencils to create their own art.
Photo: Samantha Deitch/BFA.com
The room encouraged guests to unleash their inner artist, and quickly displayed splashes of color in the form of personal messages and drawings.
Photo: Taylor McIntyre/BizBash
The entrance to the next room, a sherbet-hued, Coney Island-inspired fairground, displayed a massive unicorn. The magical creature is featured prominently on Coach products. The room also incorporated reclaimed wood from the actual Coney Island boardwalk.
Photo: Taylor McIntyre/BizBash
The colorful room—a purposeful contrast to the bright, all-white subway platform room—featured branded Skee-Ball, a Zoltar fortune-telling machine, and a giant clown mask.
Photo: Daniel Salemi
Another section of the room displayed neon pretzel decor, wheel-of-fortunes, a rainbow carnival high striker, and a photo booth with props.
Photo: Daniel Salemi
The entire experience incorporated Coach's signature "C" into the decor in subtle ways, including at a blue DJ booth, which also featured an illustration of the brand's familiar handbag clasp. An illuminated sign displayed the year the brand was founded against red curtains, and other props included a carousel horse.
Photo: Daniel Salemi
A station invited attendees to write messages to their future selves on postcards. Coach will mail the postcards in August, to coincide with the new moon.
Photo: Taylor McIntyre/BizBash
The final room, "Dark Forest," was designed to resemble an enchanted forest. The blue-lighted room featured numerous tents that each housed nationally recognized tarot readers and psychics. Guests could sign up for a reading, and each guest left the room with a horoscope written by celebrity astrologers the AstroTwins.
Photo: Daniel Salemi
The forest room also had a game of chess that guests could play.
Photo: Samantha Deitch/BFA.com
