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Coach x  Silhouette Cafe

Elvin led and designed Coach's “Somewhere in America” in Seoul (Korea)- a fully immersive pop-up featuring the Fall 2022 collection, the Bandit bag & many daily activations. Coach took over the well-known Silhouette Cafe and transformed it into an experiential moment. The design was held in the smallest physical space yet generated the highest sales and traffic.


Lead Experience Design






Coach announces the opening of “Somewhere in America”, a pop-up celebrating the launch of the house’s Fall 2022 collection. Inspired by an imagined American suburban town, the pop-up will unveil Coach's vision of American heritage, reenergized with the optimism and attitude of the next generation. Visitors will experience programming including live performances by up-and-coming artists, displays showcasing Coach’s craftsmanship, and sweets inspired by the American suburbs. ‘Somewhere in America’ was installed at 2 major locations in Japan and Korea, as well as in several smaller locations in Japan.

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