Seventy Years in the Bag

COACH, IBERIA CENTER FOR CONTEMPORARY ART, BEIJING; NOVEMBER 17

American accessories brand Coach hosted its 70th anniversary celebration at Iberia Center for Contemporary Art in Beijing’s 798 art district on November 17. The brand tapped seven photographers – Chen Man, Philip-Lorca diCorcia, Sheila Metzner, Mika Ninagawa, Steven Sebring, Wing Shya, and Coach President and Executive Creative Director Reed Krakoff – to shoot a Coach handbag from the Madison Collection using New York City as their inspiration.

The 280 guests entered a foyer with custom-branded graphic walls depicting Coach’s heritage and a product display featuring styles from the brand’s limited-edition autumn collection. A red tunnel led them into a gallery showcasing the Seven for Seventy exhibition, including the works captured by the lenses of the seven artists in New York. After Krakoff explained the idea behind Seven for Seventy, photographers Chen, Ninagawa and Sebring spoke about their work and their inspiration.

A glamorous dinner created by celebrated New York chef Mario Batali was served in a unique, Coach-designed space while black-and-white photos portraying the brand’s history were projected onto the walls. Oscar-winning actress and Coach face Gwyneth Paltrow then delighted the diners by stepping on stage and delivering an unexpected singing performance.