Earlier this year, we brought a dose of playful luxury to Mall of the Emirates with an captivating Coach pop-up — a continuation of the global journey that began in London and Berlin. The installation celebrated Coach’s striking, modern take on its American heritage, and the star of the show — the Pillow Tabby, a plush, quilted reinterpretation of the brand’s classic shoulder bag.
We invited guests to step inside a colossal, pillow-like structure developed by French artist Cyril Lancelin, whose signature geometric forms blur the line between imagination and reality. Dressed in soft pink and finished with the iconic Coach emblem, the installation captured the dreamy, tactile spirit of the Pillow Tabby — soft yet confident, playful yet refined.
Together with Coach, we reimagined the mall into a dreamlike playground of art, fashion, and comfort, where guests wandered, lounged, and snapped their perfect Pillow Tabby moment in the heart of Dubai.
