Earlier this year, Coach took over the Mercedes-Benz Arena in Berlin with a burst of playful luxury and pop dreamlikeism, unveiling an captivating experience that redefined what a fashion installation could be. The centerpiece celebrated the brand’s modern twist on its American heritage — the Pillow Tabby, Coach’s iconic shoulder bag reborn in plush, quilted softness.
In collaboration with French artist Cyril Lancelin, the space was reimagined by a massive pillow-inspired art piece — a dreamy landscape of curves, symmetry, and pastel pink tones. Known for his geometric, captivating worlds that blur the line between reality and imagination, Lancelin crafted a soft architectural wonder finished with the signature Coach emblem, turning the venue into an oversized dreamscape you could walk through.
Guests stepped inside, lounged, and snapped moments surrounded by color, comfort, and craft — a perfect reflection of Coach’s spirit: striking, tactile, and full of character.
At the Mercedes-Benz Arena, the Pillow Tabby experience became more than just a pop-up — it was a living artwork, a celebration of softness, creativity, and style that turned a fashion moment into an memorable journey.
