"COACH" x Virtual Human "imma" - AI Styling Experience Launches in Harajuku

Aww Inc. has launched a new AI-powered in-store experience featuring the virtual human "imma" at the experiential concept store “COACH Play @ Cat Street” in Harajuku, operated by the global fashion brand COACH, starting from April 24, 2025.

This is the brand's first introduction of an AI interactive experience, and is a pioneering attempt in the retail field.

This project was realized in collaboration with Aww Inc., a Japanese virtual human company, and is part of COACH's immersive retail strategy.

In this store, where customers can experience the brand's worldview and craftsmanship, "imma" naturally converses with customers and suggests the best fashion style for each individual.

The technical foundation of this experience is supported by NVIDIA's AI platform "Omniverse." In particular, facial animation technology using NVIDIA ACE (part of AI Enterprise) and "Audio2Face-3D" enables imma to communicate with human-like expressions and speech.

The combination of real-time 3D rendering and natural language processing enables highly individualized interactions rather than pre-defined phrases.

Sandeep Seth, Chief Growth Officer and President of Tapestry International at COACH, said, "We are honored to collaborate with Aww and welcome imma as COACH's first styling assistant. This embodies our philosophy of reinventing the fashion experience through innovation and playfulness, and is a reflection of the brand's attitude of seeking new points of contact with customers."

This initiative goes beyond simply introducing AI, and places a new "digital ambassador" between the brand and the customer. Through dialogue with imma, the aim is to have Coach's brand messages of "courage" and "self-expression" penetrate more deeply.

"COACH PLAY@CAT STREET" is an experiential store that combines the spirit of New York with the cultural diversity of Harajuku, Tokyo. The store features a variety of themed spaces, including "Coach Create," where you can create custom items with artisans, and an exhibition area for "Coachtopia," a new brand that pursues circular design.

This new retail experience using AI and virtual humans will have a major impact on the way brand communication will be conducted in the future. This project, which combines technology and storytelling, has the potential to redefine the value of experience in the fashion industry.

Image: Aww Inc.

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