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For several years, more and more brands have created immersive art installations, temporary museums and experiential pop-up shops in hopes to gain more recognition and, ultimately, try to sell us things. Seems like a surefire way for a business to make a good buck in our social media-driven world, right?
Leather accessory brand Coach is one of the latest retailers to take advantage of Soho's various open storefronts to host a playful, six-day immersive pop-up. Except, the creators of the ubiquitous "C" print aren't looking to get into your wallet. In fact, you could leave it at home as this free-to-enter event isn't selling any merchandise. That's right, Coach just wants you to see it and (hopefully) enjoy yourself. And, y'know, post some photos, tag the brand, yadda-yadda-yadda.
We checked out the playground located at 107 Grand Street last night, and it's actually pretty cool. Cleverly dubbed "Life Coach," the event is intended to help guests reconnect from within, tap into their intuition and stimulate their senses. There are four insanely picturesque and interactive rooms to wander around. It begins with a very eerie, Twin Peaks-themed entryway leading into an all-white room that looks like an empty subway station. Once inside, visitors can get creative by drawing and painting on the walls.
The real fun begins once you enter a giant unicorn doorway and stumble into a Coney Island-esque room. You'll find multiple skee-ball machines, carnival games, a fairground photo booth and a robotic fortune teller. The best part is saved for last, of course. Wander through the mystical forest where multiple tents filled with mystics, psychics and tarot readers are stationed. You can sign up for a time slot in advance here, although walk-ins are welcome.
Guest fortune-tellers and artists scheduled to appear throughout the experience include Hoodwitch, the AstroTwins, Venus X and the BK Steppers, among others. The pop-up officially opened Tuesday and will remain open through Sunday, June 17. Check out the schedule of programs below including photos from last night's unveiling.
Tuesday, June 12
Open to the public - 12pm to pm
Tarot readers all day
Live Graffiti by Dain - 5pm to 7pm
DJ set by Oskar Mann - 6pm to 8pm
Wednesday, June 13
Open to the public - 12pm to 8pm
Tarot readers all day
Live Graffiti by Thomas Allen - 4pm to 6pm
BK Steppers - 3pm to 4pm
DJ set by Bearcat - 6pm to 8pm
Thursday, June 14
Open to the public - 2pm to 10pm
Tarot readers all day
Giz Live Graffiti 5 - 7PM
Eli Escobar DJ set 8 - 10PM
Friday June 15
Open to the public - 2pm to 10pm
Tarot readers all day
Talk and sound bath meditation with The Hoodwitch
DJ set by Venus X - 8pm to 10pm
Saturday June 16
Open to the public - 2pm to 10pm
Tarot readers all day
DJ set by Stretch Armstrong - 8pm to 10pm
Sunday June 17
Open to the public - 10am to 3pm
Tarot readers all day
Photograph: Courtesy Daniel Salemi
Photograph: Courtesy Daniel Salemi
Photograph: Courtesy BFA
Photograph: Courtesy BFA
Photograph: Courtesy BFA
Photograph: Courtesy BFA
Photograph: Courtesy BFA
Photograph: Courtesy BFA
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