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Coach’s pop-up is trading branded merch for “mindfulness” in a four-room journey aptly named “Life Coach.” Instead of selling or even giving anything away, the marketing experience “explores ‘conscious consumerism’” as “the antithesis of throw-away culture”—in other words, Coach is selling itself as a values-based brand that consumers can keep forever (think: Patagonia).

Jun 14 2018

Coach’s pop-up is trading branded merch for “mindfulness” in a four-room journey aptly named “Life Coach.” Instead of selling or even giving anything away, the marketing experience “explores ‘conscious consumerism’” as “the antithesis of throw-away culture”—in other words, Coach is selling itself as a values-based brand that consumers can keep forever (think: Patagonia). Upon entering the pop-up, participants are given a kit of tools for creating graffiti, and then enter rooms with different activities like tarot card reading and carnival games. (MediaPost)