Coach to create virtual reality experience during New York Fashion Week: The Shows

Coach to create virtual reality experience during New York Fashion Week: The Shows

Coach partners with Lenox Square, Mall of Georgia, IMG and Facebook to bring fans into the action

This week, Coach will for the first time debut a virtual reality experience centered on its F/W ’17 show at New York Fashion Week: The Shows. In partnership with IMG, Simon Malls, and Facebook, fans across the country will be placed at the center of the runway action beginning Friday, February 17.

“Our runway show is an opportunity to be our most creative and explore what makes Coach different,” said Stuart Vevers, Executive Creative Director, Coach. “Now technology allows us to share the unique energy of our fashion show with a much broader audience.”

Coach’s virtual reality experience will be an all-access pass, offering perspectives from backstage to the front row and a sneak peek at new Coach products for the season. The experience will debut at select Coach locations within Simon Malls, Facebook 360, YouTube, and VR networks including Within, Jaunt VR, Samsung VR, and Oculus.

“This experience aligns perfectly with Simon Malls’ commitment to exploring new, innovative and creative ways to engage shoppers and drive traffic to our centers,” said Chidi Achara, Global Creative Director, Simon Malls. “Through this collaboration, we are creating cutting-edge content that will elevate the shopping experience at Simon Malls.” 

Additionally, 20 select Coach locations at Simon Malls across the country, including Lenox Square and Mall of Georgia, will feature exclusive items in celebration of this partnership beginning on February 17. While supplies last, the Coach stores at Lenox Square and Mall of Georgia will offer a “Rexy” bag charm with any $300 purchase.

“Access is the ultimate currency, and this experience will offer a perspective unlike any other,” said Mark Shapiro, Co-President, WME | IMG. “In partnering Coach, Simon Malls and Facebook, we’ve connected true innovators to deliver the fashion industry’s holy grail: the buzz of a runway show, a high-touch experience for consumers, and a drive to retail.”


About IMG
IMG is a global leader in sports, events, media and fashion, operating in more than 30 countries. The company represents and manages some of the world’s greatest sports figures and fashion icons; stages hundreds of live events and branded entertainment experiences annually; and is one of the largest independent producers and distributors of sports media. IMG also specializes in sports training; league development; and marketing, media and licensing for brands, sports organizations and collegiate institutions. In 2014, IMG was acquired by WME, a leading global entertainment agency.

About Simon
Simon is a global leader in retail real estate ownership, management and development and an S&P100 company (Simon Property Group, NYSE:SPG). Our industry-leading retail properties and investments across North America, Europe and Asia provide shopping experiences for millions of consumers every day and generate billions in annual retail sales. For more information, visit

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Carly Dennis BRAVE Public Relations
About Lenox Square

Located in the heart of Buckhead, Lenox Square is an Atlanta landmark. Founded in 1959, Lenox Square is one of the largest shopping centers in the Southeast. Anchored by Bloomingdale’s, Macy's and Neiman Marcus, shoppers have more than 250 store choices, including exclusive retailers like FENDI, Prada and Louis Vuitton. Stores range from designer boutiques such as Cartier and Salvatore Ferragamo to casual staples such as J.Crew and Banana Republic. Five full-service restaurants including True Food Kitchen and Zinburger Wine and Burger Bar; an extensive food court, Lenox Fashion Café; and casual dining options including ATL Taco, Corner Bakery Café and Cousins Maine Lobster make the mall a popular dining and entertainment destination. Each year, Lenox Square is home to the annual Macy’s Tree Lighting, an Atlanta holiday tradition. For a map and store listings, as well as directions, events and job listings, visit For additional information, visit Lenox Square on Facebook, Twitter and Instagram.

Lenox Square
3393 Peachtree Rd NE
Atlanta, GA 30326