Coach opens experiential pop-up in Seoul to celebrate 2026 Fall campaign

The New York fashion brand Coach has launched the ‘Coach LIVE YOUR STORY Pop-Up’ at MUSINSA Space Seoul Forest, which will run until November 7. The event features listening booths and exclusive products, including five special edition Tabby Bag models, to promote the brand's "Courage to Be Real" message.

The New York fashion brand Coach has opened the ‘Coach LIVE YOUR STORY Pop-Up’ at MUSINSA Space Seoul Forest. The event was organized to celebrate the launch of the 2026 Fall campaign and will operate until November 7.

The pop-up focuses on experiences of expressing oneself and connecting with others through the medium of music and style. The space was designed inspired by the atmosphere of posters around performance venues and live stages, effectively translating the brand's "Courage to Be Real" message into an experiential space. In the fashion industry, there is a growing trend of presenting brand messages through experiences rather than simple exhibitions.

The site features listening booths, a story wall, and stamp postcard experiences. Visitors can listen to music to curate their own playlists and participate in programs to record their own stories. The pop-up also showcases five special edition Tabby Bag models, a ticket charm collection, and pop-up exclusive products. Other on-site programs include a digital stamp tour, photo ID card making, the distribution of pin badges and Coach cotton candy, and the provision of monogrammed hangtags for purchasing customers.

On October 19, actor Q, singer Kim Sun-woo, fromis_9 members Lee Chae-young and Baek Ji-heon, singer Choi Yena, and ZEROBASEONE's Sung Han-bin visited the site. They toured the space and shared experiences of expressing themselves through music and style. Through this pop-up, the brand appears to be attempting to directly deliver its campaign message offline.

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